Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of illustrations -- List of contributors -- Acknowledgements -- Introduction: Thinking with media: margins, mainstreams and the media politics of food -- Media and food politics -- Analysing food and media -- Structure of the book -- References -- PART 1: Limits and paradoxes -- 1. The (continuing) paradox of the organic label: reflections on US trajectories in the era of mainstreaming -- Organic growth and change -- Significant bifurcation -- Co-existing dynamics -- A voluntary label -- What (else) can be done? -- References -- 2. Mainstreaming New Nordic Cuisine? Alternative food politics and the problems of scale jumping and scale bending -- New Nordic Cuisine -- New Nordic Cuisine and the politics of scale -- New Nordic: from marginal to mainstream to passé on the restaurant scene -- Mainstreaming production -- Everyday home cooking and consumption -- Conclusion -- Notes -- References -- 3. When carrots become posh: untangling the relationship between 'heritage' foods and social distinction -- Tensions within heritage food politics -- 'Heritage' foods as a consumer discourse -- Heritage and elites -- The price of heritage -- Heritage taste -- Notes -- References -- PART 2: New political platforms -- 4. Promising sustainable foods: entrepreneurial visions of sustainable food futures -- Envisioned food futures -- Unsustainable food present -- Sociotechnical expectations and futures -- Entrepreneurial visions of sustainable food futures -- What is 'sustainable' in sustainable agtech and foodtech innovation? -- Conclusion: entrepreneurial activism and the redefinition of sustainable food -- Notes -- References -- 5. The Welcome Dinner Project: food hospitality activism and digital media -- Introduction -- The Welcome Dinner -- The events.

The politics of welcoming -- Methodology -- Imaging food hospitality activism -- Digital food porn -- Digital world on a plate -- Peopling food -- Conclusion -- References -- 6. Food sovereignty: deep histories, digital activism and the emergence of a transnational public -- Introduction -- Networked food publics -- Framing food sovereignty -- Digital activism for food sovereignty -- Europe: digital mobilisation and direct action -- Canada: creating an enabling policy climate -- Australia: fair food, for whom? -- Digital yet divided -- Conclusion -- Notes -- References -- PART 3: Personal food politics and entanglements -- 7. It's not (just) about the f-ckin' animals: how veganism is changing, and why that matters -- Introduction -- Plant-based: f-ckin' dope, yo -- Meat and masculinity -- Intersectionality -- Conclusion: to spread the word, or 'nudge the spread'? -- Notes -- References -- 8. Vitalities and visceralities: alternative body/food politics in digital media -- Feminist materialism, digital media and politics -- Digital body/food cultures -- #vegan #vegetarian #crueltyfree -- #fitspo #cleanfood #healthy -- #foodporn #foodgasm #yummy -- #thickspiration #fatfetish -- #meat #epicmealtime -- #proana #bonespo #thighgap -- Conclusion -- References -- 9. The ethical masquerade: (un)masking mechanisms of power behind 'ethical' meat -- Introduction -- Power and states of domination -- The cultural texts -- What is ethical meat and how is it 'alternative'? -- Behind the mask -- Naturalisation -- 'Made for purpose': naturalised as food -- 'Can't treat breeders as pets': naturalised pastoral relations (aka commodification) -- 'Are you man enough?' naturalised killing -- Conclusion -- Notes -- References -- PART 4: Reframing production and consumption.

10. The consumer labelling turn in farmed animal welfare politics: from the margins of animal advocacy to mainstream supermarket shelves -- Introduction -- Food labelling as regulatory politics -- Animal welfare from the margins to the mainstream -- Impact of shift from margins to mainstream -- Conclusion -- Notes -- References -- 11. Confronting food waste in MasterChef Australia: media production and recalcitrant matter -- Introduction -- The meanings of food sustainability -- Sustainability in food television -- Conceptualising waste and assembling critique -- Researching media production -- Waste on screen: in search of surplus -- Waste off-screen: from abundance to recovery -- Conclusion: food waste as an occasional concern -- Notes -- References -- 12. Supermarkets, celebrity chefs and private labels: the 'alternative' reframing of processed foods -- Supermarkets, celebrity chefs and the politics of processed foods -- Created with Jamie -- Heston for Coles -- Conclusion -- Notes -- References -- Index.