Bypassing the animal: Plant-based meat and the communicative constitution of a moral market
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
The food industry occupies a large portion of the plate in the study of moral markets. Moral markets for food include fair trade goods, organic products, family farmers initiatives, as well as plant-based meat alternatives, the focus of this paper. Driven by a growing concern for animal welfare, sustainability and the responsible use of resources, various companies launched products that successfully duplicate the taste, look and overall experience of meat eating, without the dire impacts of the meat industry on human, animal and environmental health. In this paper, we explore the formation of a market for plant-based meat as a communicative accomplishment. To do so, we analyse the rhetoric of one of its leading companies: Beyond Meat. By tracing the development of this food-tech company, we show that Beyond Meat’s activist-like rhetoric has contributed to the formation of a market based on the moral criterion of efficiency, which is achieved by bypassing the animal in meat production and by creating a transcending collective identity for meat-eaters of all sorts. Contrary to the more common process where moralized products move from social movement to market, we here theorize the formation of a moralized market that is depicted as a movement.
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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.003 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it