Taking food fights online: Analysis of Chipotle's attempt to cultivate conversation with The Scarecrow video

Rebecca Swenson; Nathan Gilkerson; Betsy Anderson

doi:10.1016/j.pubrev.2016.04.001

Taking food fights online: Analysis of Chipotle's attempt to cultivate conversation with The Scarecrow video

Rebecca Swenson, Nathan Gilkerson, Betsy Anderson

Research output: Contribution to journal › Article › peer-review

2 Scopus citations

Abstract

This study examines Chipotle's use of The Scarecrow, an animated YouTube video, to initiate conversation about food sustainability issues. Results illustrate publics were highly engaged in conversation with one another, even though the organization did not directly engage with publics or employ principles of dialogic communication. We highlight the importance of network approaches to studying online interaction between stakeholder groups for public relations scholars interested in dialogical theory frameworks.

Original language	English (US)
Pages (from-to)	695-697
Number of pages	3
Journal	Public Relations Review
Volume	42
Issue number	4
DOIs	https://doi.org/10.1016/j.pubrev.2016.04.001
State	Published - Nov 1 2016

Bibliographical note

Publisher Copyright:
© 2016 Elsevier Inc.

Keywords

Dialogue
Environmental communication
Online public relations
Relationship-building
Sustainability

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Taking food fights online: Analysis of Chipotle's attempt to cultivate conversation with The Scarecrow video

Abstract

Bibliographical note

Keywords

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