In this study, the communicative modalities related to cultured meat, that is an innovation inserted in a context characterized by strong uncertainties and risks and in which post-normal science operates, have been investigated. In order to do this, media contents in which the topic of artificial meat is treated were taken into consideration. Specifically, videos, both in Italian and English, uploaded on the YouTube platform and articles from an Italian newspaper, La Repubblica, and an English one, The Guardian, were analyzed. Before analyzing the data, it was essential to formulate a path aimed at a complete understanding of the topic. First of all, the context in which artificial meat was born and developed was studied in depth, and then some theoretical approaches dedicated to the explanation of the cultural value connected to food were exposed. Then it was necessary to understand: what motivations and values can push an individual to follow a certain diet, what is the extent of the impact of the meat and fish sector on the environment and what are the alternatives to traditional products of animal origin. The latter include both plant-based alternatives and artificial meat, which is also the subject of an in-depth study dedicated to understanding its origins and developments. Before moving on to data analysis, it was also necessary to devote a few paragraphs in order to understand the theoretical approaches related to public communication of science and innovations. The results coming from the data analysis made it possible to identify differences and similarities both between the different communication channels taken into consideration and between the contents produced in English and Italian. In this way it has been possible to understand more deeply the ways in which artificial meat, that is a controversial innovation that develops within a context that is itself complex and full of risks, doubts and uncertainties, is communicated.
In questo studio sono state approfondite le modalità comunicative connesse alla carne coltivata, ovvero una innovazione inserita in un contesto caratterizzato da forti incertezze e rischi, nel quale opera la scienza post-normale. Per fare ciò sono stati presi in considerazioni dei contenuti mediali nei quali viene trattato il tema della carne artificiale. Nello specifico sono stati analizzati dei video, sia in italiano che in inglese, caricati sulla piattaforma YouTube e degli articoli provenienti da una testata italiana, La Repubblica, e una inglese, The Guardian. Prima di analizzare i dati, è stato fondamentale formulare un percorso volto alla completa comprensione del tema. Per prima cosa è stato approfondito il contesto in cui nasce e si sviluppa la carne artificiale e successivamente sono stati esposti alcuni approcci teorici dedicati alla spiegazione del valore culturale connesso al cibo. Poi è stato necessario comprendere: quali motivazioni e quali valori possono spingere un individuo a seguire una determinata alimentazione, qual è l’entità dell’impatto del settore della carne e del pesce sull’ambiente e quali sono le alternative ai prodotti tradizionali di origine animale. Quest’ultime sono costituite sia dalle alternative vegetali e sia dalla carne artificiale, alla quale viene riservato anche un approfondimento dedicato alla comprensione delle sue origini e dei suoi sviluppi. Prima di passare all’analisi dei dati, è stato necessario anche dedicare qualche paragrafo alla comprensione degli approcci teorici connessi alla comunicazione pubblica della scienza e delle innovazioni. I risultati provenienti dall’analisi dei dati hanno permesso di individuare delle differenze e delle somiglianze sia tra i diversi canali comunicativi presi in considerazione e sia tra i contenuti realizzati in lingua inglese e italiana. In questo modo è stato possibile comprendere più approfonditamente le modalità con le quali viene comunicata la carne artificiale, ovvero un’innovazione controversa che si sviluppa all’interno di un contesto a sua volta complesso e ricco di rischi, dubbi ed incertezze.
La comunicazione nel contesto della scienza post-normale: il caso della carne coltivata.
NORBIATO, GIULIA
2021/2022
Abstract
In this study, the communicative modalities related to cultured meat, that is an innovation inserted in a context characterized by strong uncertainties and risks and in which post-normal science operates, have been investigated. In order to do this, media contents in which the topic of artificial meat is treated were taken into consideration. Specifically, videos, both in Italian and English, uploaded on the YouTube platform and articles from an Italian newspaper, La Repubblica, and an English one, The Guardian, were analyzed. Before analyzing the data, it was essential to formulate a path aimed at a complete understanding of the topic. First of all, the context in which artificial meat was born and developed was studied in depth, and then some theoretical approaches dedicated to the explanation of the cultural value connected to food were exposed. Then it was necessary to understand: what motivations and values can push an individual to follow a certain diet, what is the extent of the impact of the meat and fish sector on the environment and what are the alternatives to traditional products of animal origin. The latter include both plant-based alternatives and artificial meat, which is also the subject of an in-depth study dedicated to understanding its origins and developments. Before moving on to data analysis, it was also necessary to devote a few paragraphs in order to understand the theoretical approaches related to public communication of science and innovations. The results coming from the data analysis made it possible to identify differences and similarities both between the different communication channels taken into consideration and between the contents produced in English and Italian. In this way it has been possible to understand more deeply the ways in which artificial meat, that is a controversial innovation that develops within a context that is itself complex and full of risks, doubts and uncertainties, is communicated.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/10292