The Propaganda Model of Globalization and Food Industry - Movie Review Example

Propaganda Model and the Corruption of the Food Industry 11/18 Introduction The corporate responsibility thatis a part of every business is one which is currently being examined, specifically because it affects the social and cultural attributes within a given group. In the documentary, MondoVino, there is an understanding of how the wine corporation has changed, specifically because of globalization and the regulations which are being used in the food industry. Each of the new regulations that are being created is posing questions to those that are in society over the ethics of a business as well as whether the way in which businesses are focusing on the food industry is ethical. The actors show that the Propaganda Model is one of the ways in which the food industry is being harmed. The associations which are now being questioned affect farmers, businesses and society at large, specifically because of the corporate industry of wine and food. Wine is Dead The main phrase that is noted in MondoVino is “wine is dead. Not only wine but also cheese and fruit” (Nossiter, 2004). The main aspect which is being considered comes from the wine growers of France and Italy, all which have created rich tastes in wine. The process which is used for making the wine is based on extensive ways to make sure that everything is perfect with the wine, from the texture and color to the taste. This process is followed by the grapes and the farming process having a specialized taste, specific to the land in which it is grown in. The wine growing industry that is represented through the several vignettes in this documentary show that the concept of wine making and mixing different recipes is also an art and is done to assist in an enjoyed taste within society (Nossiter, 2004). The phrase that wine is dead is one which is introduced into the film specifically because of the building into globalized industries and the new industries in food that are taking over. Corporations that are a part of the food industry are using chemical induced foods as well as false types of mixtures to produce a similar taste to foods. While the process is known to offer something similar to the wine or other foods, the food is often induced with chemicals and doesn’t have the correct taste to it. Wine growers and other farmers understand that the ability to have food which can be enjoyed, as well as natural recipes that are designed to have specific and distinguished tastes, is beginning to disappear (Nossiter, 2004). This is in part to the corporations that are finding faster ways to produce different food products and which aren’t looking at food as a nutrient or as a way to work with helping others to eat. Instead, they are seeing this as a way of making more money by producing goods faster and overcoming the competition of smaller farmers and wine growers that are within the industry (Nossiter, 2004). The importance of the documentary is one which is used to identify the Propaganda Model through the different individuals that are a part of the documentary. Each of the individuals describes the economic situation of the wine industry as well as the way in which this is affecting farmers. More important, there are descriptions on how and why this is affecting the wine industry, as well as the smaller individuals that are no longer able to compete with the global food industry. The descriptive theory that is used is one which is based on the political economy, specifically by showing the corporations and legalities are taking over the wine and food industry and which are leading farmers and others that are in business into complexities which don’t allow them to completely function within society. The mass media furthers this through the Propaganda Model, which immediately shifts attention to political reforms, economic associations and the larger corporations. However, according to the documentary, the mass media is also interested in the way in which the larger corporations are providing food, as opposed to looking at the realities that are behind the scenes with the industry. Each of the wine producers then shows a different voice in the change of the food industry, as well as how this is affecting those in society. Businesses and Social Responsibility The globalization and the need for different businesses to take over the food industry for profit is one which is becoming a detriment to several. The Propaganda Model in the documentary shows this detriment and it is furthered in several within the wine industry. The corporations are leading hundreds of farmers to lose from the competition, which causes them to lose their farms and jobs which they can’t recover from. At the same time, those in society are being exposed to foods and other types of products which are neither healthy nor enjoyable. However, since the corporations have more money than the farmers, there isn’t a way to stop those that are in the food business, specifically which is furthered by the Propaganda Model. The main problem which is associated with this is based on social contract. This states that there needs to be market fairness, specifically between the global capitalist corporations that are taking over and others in the industry which are considered socially legitimate (Giovannucci, Ponte, 284, 2005). The wine industry is an example of how the concept of social contract is broken, specifically because the corporations are leading to several unfair practices in the market and aren’t providing a fair market for the small farmers while not allowing consumers to have a choice over the type of wine that is available. The concept of social responsibility within corporations and the food industry is also questioned because of the impact which is occurring with the supply chain. Many corporations claim that the movement into globalization and the increasing need to produce more food for a large population is what is pushing the need to use more chemicals on foods while turning the industry into one which is based on higher amounts of production. From this viewpoint, many believe that the supply chain is one which has to be met in this manner (Maloni, Brown, 35, 2006). Even though there is pressure to create a specific supply chain that is related to sustainability, there is also a question of how much is demand and how much is created through the corporate productions and desire to dominate over the industry. The sustainability that is through the social responsibility has always been upheld through farming methods and smaller farms, while meeting the demand desired. The question for corporations, as asked from this film, is what the supply chain is coming from as well as what the higher amounts of production are needed for. The Propaganda Model is able to support the higher amounts of production, while causing smaller farmers to lose their establishments and livelihood. The social responsibility that is questioned is one which is further defined by stakeholder theories. Ethical theories state that the stakeholder is not to have a direct influence over what a corporation does because money is given to the corporation. Instead, the stakeholders are supposed to act as silent investors which can assist those that are making money within the marketplace. However, the stakeholder theory also understands that there is more of an association with behaviors of businesses as well as changes in standards, specifically which is dependent on corporations receiving donations from stakeholders and those that are interested within a given company. Part of the alteration of a business structure and the ways in which food operations are depicted are from the influences of stakeholders as well as the need to find other individuals which will continue to invest in the corporation. The need to have more products and sales, as well as showing the specific investment, then creates a different determination over the understanding of responsibility. More important, the more in which a corporation is involved in the mass media and increases sales from this, the more likely a stakeholder will continue to invest (Garriga, Mele, 51: 2004). For the food industry, this means that more investments will arise according to the supply and demand that is associated with the food as well as with the possibilities for growth within the organization. However, the problem which arises is based on the lack of ethics which is used to grow the foods and to show food that is healthy, natural and which is good for those that are eating or drinking a specific type of food. The mass media, involvement in economics and the way in which corporations function, as defined through this documentary, are all displayed through the stakeholder theory. Redefining the Food Industry The question that has arisen in the food industry and which is specifically incorporated into the changes with food, unhealthy growth and distribution and the corporations taking over the competition can also be redefined. However, to do this the structure of corporate capitalism would have to be redefined with a focus on sustainability and ethics as the primary consideration. The challenge of MondoVino is associated with both consumers and businesses changing the way in which they are approaching the industry, specifically by stopping the incorrect distribution of foods and changing the industry from one which is profit based on a global level to one which can incorporate the needs of those in society through sustainability. This means that every individual will have the ability to make and distribute goods through their farms while providing new options in the corporate social field to ensure that individuals will be able to have healthier and richer foods available to them. The first concept which business owners and farmers need to consider s based on the ideology of utilitarianism. The utilitarian goods that are available are based on consumption that is higher in quality and which provides a richer experience. Wine is an example of a utilitarian good, specifically because most wine tasters are interested in tasting the richness of wine to create an experience and to enjoy the different textures, colors and smells associated with this. Different wine growers have established specific methods for the utilitarian buyer and to meet the demands of those who enjoy fine wines (Nossiter, 2004). If corporations continue to move into a capitalist structure, then there is a forced proponent that doesn’t allow those who want to have a utilitarian experience with goods an opportunity to enjoy the wine. In this instance, both consumers and farmers will not be able to enjoy the experiences which come from wine. However, if consumers only base their experience on utilitarianism, then corporations will be forced to alter and go back to the original methods of making wine while opening a fair market to those who have been producing different types of food in a specific manner for centuries (Okada, 43: 2005). Another approach which recreates the food industry and may begin to alter the corporate structure and capitalism is based on discourse ethics and the need to have more care and virtue with the products which are being produced. The solution of discourse ethics is one which has before been attributed to foods, specifically with types of foods that carry chemicals and mixtures of ingredients that lead to obesity. The obesity crisis is one which carries ethical issues, specifically which relate to what corporations are doing at the expense of consumer health as well as whether there is a certainty or authority over the obesity relating to foods. The discourse ethics is one which forces businesses to become concerned about the approach which is being taken toward the production of foods, specifically because the consumers are affected with health. The unawareness of the different foods and what it leads to then becomes problematic as individuals begin to gain weight without an understanding of why the weight is an issue. In discourse ethics, value and care, the businesses become responsible for the health issues of individuals. The primary objective is to ensure that the consumer doesn’t have any side effects from the food and is properly cared for. The food industry, from this perspective, is one which would be forced to change to the natural components of production, instead of moving into a capitalist structure that produces quickly for a larger amount of profit (Rich, Evans, 341: 2005). Conclusion The food industry is one which has incorporated several different methods for distribution. At this point, the concept of globalization and the food industry is changing the economic and political structure for farmers. The result is corporations are taking over the food industry with foods that are not healthy or natural to consumers. At the same time, farmers and those producing richer foods don’t have the ability to compete. In the documentary Mondovino, there is an assessment of the Propaganda Model as well as how this directly relates to the takeover within the food industry by corporations. References Garriga, Elisabet, Domenec Mele. (2004). “Corporate Social Responsibility Theories: Mapping the Territory.” Journal of Business Ethics (53). Giovannucci, Daniele, Stefano Ponte. (2005). “Standards as a New Form of Social Contract? Initiatives in the Coffee Industry.” Food Policy 30 (3), 284-301. Maloni, Michael, Michael Brown. (2006). “Corporate Social Responsibility in the Supply Chain: An Application of the Food Industry.” Journal of Business Ethics 68 (1). Nossiter, Jonathan. (2004). Mondovino. France: Diaphana Films. Okada, Erica. (2005). “Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods.” Journal of Marketing Research 42 (1). Rich, Emma, John Evans. (2005). “ ‘Fat Ethics – The Obesity Discourse and Body Politics.” Social Theory and Health 3 (4). Read More