Tasting the alternative: plant-based meat, consumer captivation and the capitalization of plants in food markets
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
How do new companies attempt to captivate customers in a food market they are substantially seeking to transform? Plant-based meat has been marketed as a revolutionary food product that will not only transform markets but also provide better health and reduced environmental harms. Building on conceptualizations of captivation, we analyze video ads from leading brands. Our results highlight four modalities of consumer captivation that we refer to as (a) Cali-ology, emphasizing a “West Coast” lifestyle filled by lively gatherings of people enjoying food together; (b) scientism, mobilizing technology and turning chemistry into magic; (c) celebritism, emphasizing health, athletes and a-list celebrities as supporters of plant-based meat; and (d) tasteology, defining sensory knowledge and pleasure as developed by social practices and what is inside foodstuffs. Inferring a transition from matters of concern, such as health and environment, to consumers’ sensory pleasure, these modalities together make up what we term plant capitalization.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
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 | 0.000 | 0.001 |
| 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