Isabelle Cuykx, Caroline Lochs, Kathleen Van Royen, Heidi Vandebosch, Hilde Van den Bulck, Sara Pabian and Charlotte de Backer
This scoping review aims to explore how “food media”, “food messages” and “food content” are referred to in scholarly writing to enhance a shared understanding and comparability.
Abstract
Purpose
This scoping review aims to explore how “food media”, “food messages” and “food content” are referred to in scholarly writing to enhance a shared understanding and comparability.
Design/methodology/approach
Following the PRISMA, ScR-guidelines, four scientific databases were screened on published manuscripts in academic journals, books and doctoral theses mentioning food media, content and messages within the prevalent meaning as in human communication.
Findings
Of the 376 included manuscripts, only a small minority (n = 7) provided a conclusive definition of at least one of the three earlier-mentioned concepts; 40 others elucidated some aspects of food media, messages or content; however, they emphasized different and, sometimes even, contrasting aspects. In addition, the review explores in which disciplines the manuscripts mentioning food media, messages or content occur, which methodologies are used and what target groups and media are most common.
Originality/value
Based on this aggregated information, a definition of food media, messages and content is proposed, aiming to enhance the comparability of diverse academic sources. This contribution invites scholars to critically reflect on the included media and content types when comparing studies on food media, messages or content.
Details
Keywords
The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as…
Abstract
Purpose
The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.
Design/methodology/approach
Drawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.
Findings
Findings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.
Originality/value
Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.