Analyzing Persuasion in Food, Inc.: How Media Shapes Our Food Choices

In this blog post for COMM 303, I analyze the documentary Food, Inc., directed by Robert Kenner, which exposes the hidden truths of the industrial food system. The film highlights how corporations, government policies, and supply chain practices impact the safety, ethics, and sustainability of our food. As a viewer, I found myself reflecting not only on what I eat but also on how persuasive communication in media can influence beliefs and behavior. By examining Food, Inc., I aim to explore the ways in which persuasion is intentionally embedded in the documentary and the strategies filmmakers use to engage and convince their audience.

Food, Inc. is persuasive on multiple levels, combining factual evidence, expert testimony, and emotionally charged imagery to convey its message. It does not simply inform viewers about the industrial food industry; it encourages critical reflection and potential behavioral change, from altering dietary choices to advocating for food policy reform. The documentary’s message is compelling because it carefully balances credibility, targeted messaging, and persuasive strategies aligned with communication theories like the Elaboration Likelihood Model (ELM), Social Judgment Theory (SJT), and the use of traits and characteristics to appeal to specific audiences.

Credibility and Persuasion

One of the most prominent ways Food, Inc. persuades its audience is through credibility, also known as ethos. Credibility refers to the perceived trustworthiness or expertise of a source, which is crucial in influencing an audience’s attitudes and behaviors. In the documentary, credibility is established through the inclusion of experts such as Michael Pollan, a respected food journalist and author, and other professionals in agriculture, public health, and ethics. Their authority lends weight to the documentary’s claims and encourages viewers to trust the information being presented.

Additionally, the film uses visual evidence as a credibility-enhancing tool. Hidden camera footage of factory farms, interviews with whistleblowers, and documentation of corporate practices provide tangible proof of the issues being discussed. This combination of expert testimony and concrete visual evidence allows the audience to assess the reliability of the message. The credibility of the sources and the presentation of factual information strengthen the documentary’s persuasive power, as viewers are more likely to accept and internalize arguments presented by trusted figures. As I watched, I found myself reflecting on my own assumptions about the food industry, realizing that persuasive communication is not just about presenting facts but also about who delivers those facts and how.

Traits and Characteristics: Targeting the Audience

Persuasion often relies on understanding the characteristics and traits of the target audience, and Food, Inc. demonstrates this strategy effectively. Traits such as age, gender, parental status, values, and social concerns are subtly considered in the documentary’s approach. For example, the film frequently highlights the risks faced by children, showing families affected by foodborne illnesses and unsafe food practices. By focusing on children, the filmmakers tap into viewers’ protective instincts, evoking empathy and motivating action from parents or caregivers who may see themselves in these situations.

The documentary also appeals to viewers who are health-conscious or ethically minded, emphasizing the environmental and social consequences of industrial food production. Stories of workers facing unsafe conditions, animals subjected to inhumane treatment, and communities impacted by corporate farming practices resonate with audiences who value fairness, ethics, and sustainability. By tailoring its message to align with the values and concerns of specific groups, the documentary increases the likelihood of persuasion, demonstrating how traits and characteristics can shape the effectiveness of a message. Personally, I found that these appeals made the message feel personally relevant, prompting me to think critically about my own eating habits and the broader social implications of food choices.

Elaboration Likelihood Model (ELM) and Theory of Reasoned Action (TRA)

The Elaboration Likelihood Model (ELM) distinguishes between central route and peripheral route processing in persuasion. Central processing involves careful, thoughtful consideration of arguments, while peripheral processing relies on superficial cues such as emotions or attractiveness of the presenter. Food, Inc. utilizes both strategies effectively.

Central route persuasion occurs through detailed statistical evidence, interviews with experts, and case studies that encourage viewers to engage intellectually with the material. For instance, the documentary provides data on how major corporations control food production, the prevalence of processed foods, and the consequences for public health. These well-supported arguments appeal to viewers’ logical reasoning and motivate careful consideration of the issues presented.

At the same time, the documentary leverages peripheral cues through emotionally charged imagery and storytelling. Footage of mistreated animals, families affected by illness, and stark contrasts between industrial and small-scale farming evoke strong emotional reactions. These peripheral cues influence attitudes and perceptions, often prompting immediate concern or outrage even without deep cognitive processing. The combination of central and peripheral strategies ensures that the documentary engages both analytical and emotional aspects of persuasion, increasing its overall impact.

The Theory of Reasoned Action (TRA) is also evident in the film’s approach. TRA posits that attitudes influence behavioral intentions, which then guide actions. By presenting both factual evidence and compelling narratives, Food, Inc. encourages viewers to form attitudes aligned with more ethical and health-conscious food choices. The documentary motivates audiences not only to reflect on the industrial food system but also to consider actions such as choosing organic products, supporting local farmers, or advocating for policy changes. Personally, I felt a shift in my own intentions regarding food purchases and a heightened awareness of the broader societal impact of my choices.

Social Judgment Theory (Optional Insight)

Social Judgment Theory (SJT) suggests that persuasion occurs when a message interacts with an individual’s preexisting beliefs, either shifting their latitude of acceptance or challenging their anchor. Watching Food, Inc. prompted me to re-evaluate some assumptions about industrial farming and corporate ethics. For example, I previously underestimated the environmental and social consequences of large-scale food production. Exposure to the documentary expanded my latitude of acceptance by presenting credible, emotionally engaging arguments that challenged my prior beliefs. This shift demonstrates the power of media to influence attitudes and encourages viewers to critically consider alternative perspectives.

Reflection: Lessons Learned

Analyzing Food, Inc. has reinforced my understanding of persuasive communication and its multifaceted nature. Persuasion is not limited to spoken or written words; it encompasses visual cues, credibility of sources, audience targeting, and emotional engagement. The documentary illustrates how combining multiple strategies can effectively influence beliefs, attitudes, and behaviors.

Moving forward, this analysis has heightened my awareness of how media shapes perceptions and the importance of critical evaluation. Whether consuming documentaries, advertisements, or news media, I now recognize the subtle ways in which persuasion operates and how it can be used both ethically and manipulatively. Understanding persuasion theory allows me to engage more thoughtfully with media, make informed decisions, and consider the broader social and ethical implications of the messages I encounter.

References

Kenner, R. (Director). (2008). Food, Inc. [Film]. Participant Media.

Pollan, M. (2008). In defense of food: An eater’s manifesto. Penguin.

Smith, R. A. (2023). Persuasion and communication: A textbook overview (4th ed.). Pearson.