{"id":"https://openalex.org/W2601207181","doi":"https://doi.org/10.4148/1051-0834.1234","title":"Farmed and Dangerous? A Case Study of Chipotle\u2019s Branded Entertainment Series and Polarized Reactions to its Satirical Depiction of Farming and Agribusiness","display_name":"Farmed and Dangerous? A Case Study of Chipotle\u2019s Branded Entertainment Series and Polarized Reactions to its Satirical Depiction of Farming and Agribusiness","publication_year":2016,"publication_date":"2016-07-01","ids":{"openalex":"https://openalex.org/W2601207181","doi":"https://doi.org/10.4148/1051-0834.1234","mag":"2601207181"},"language":"en","primary_location":{"id":"doi:10.4148/1051-0834.1234","doi":"https://doi.org/10.4148/1051-0834.1234","is_oa":true,"landing_page_url":"https://doi.org/10.4148/1051-0834.1234","pdf_url":"https://newprairiepress.org/cgi/viewcontent.cgi?article=1234&context=jac","source":{"id":"https://openalex.org/S2764587901","display_name":"Journal of Applied Communications","issn_l":"1051-0834","issn":["1051-0834","2476-1362"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj"],"host_organization":"https://openalex.org/P4310315855","host_organization_name":"New Prairie Press","host_organization_lineage":["https://openalex.org/P4310315855"],"host_organization_lineage_names":["New Prairie Press"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Applied Communications","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://newprairiepress.org/cgi/viewcontent.cgi?article=1234&context=jac","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5053834266","display_name":"Nathan Gikerson","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Nathan Gikerson","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5081457222","display_name":"Rebecca D. Swenson","orcid":"https://orcid.org/0000-0001-9790-8303","observed_orcids":["https://orcid.org/0000-0001-9790-8303"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Rebecca Swenson","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5111446271","display_name":"Betsy Anderson","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Betsy Anderson","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.3818,"has_fulltext":true,"cited_by_count":8,"citation_normalized_percentile":{"value":0.89985185,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":96},"biblio":{"volume":"100","issue":"3","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7074999809265137,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7074999809265137,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11121","display_name":"Public Relations and Crisis Communication","score":0.11050000041723251,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.048900000751018524,"subfield":{"id":"https://openalex.org/subfields/1209","display_name":"Museology"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/chipotle","display_name":"Chipotle","score":0.9629999995231628},{"id":"https://openalex.org/keywords/branded-entertainment","display_name":"branded entertainment","score":0.9440000057220459},{"id":"https://openalex.org/keywords/satire","display_name":"satire","score":0.9350000023841858},{"id":"https://openalex.org/keywords/agribusiness","display_name":"agribusiness","score":0.7360000014305115},{"id":"https://openalex.org/keywords/brand-image","display_name":"brand image","score":0.6389999985694885},{"id":"https://openalex.org/keywords/consumer-perception","display_name":"consumer perception","score":0.6859999895095825},{"id":"https://openalex.org/keywords/audience-response","display_name":"audience response","score":0.6949999928474426},{"id":"https://openalex.org/keywords/agricultural-communities","display_name":"agricultural communities","score":0.5049999952316284},{"id":"https://openalex.org/keywords/youtube-comments","display_name":"YouTube comments","score":0.6610000133514404},{"id":"https://openalex.org/keywords/agricultural-literacy","display_name":"agricultural literacy","score":0.6890000104904175},{"id":"https://openalex.org/keywords/food-safety","display_name":"food safety","score":0.527999997138977}],"concepts":[{"id":"https://openalex.org/C56995899","wikidata":"https://www.wikidata.org/wiki/Q1126687","display_name":"Focus group","level":2,"score":0.6215617656707764},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5315898060798645},{"id":"https://openalex.org/C201305675","wikidata":"https://www.wikidata.org/wiki/Q852998","display_name":"Stakeholder","level":2,"score":0.5289870500564575},{"id":"https://openalex.org/C512170562","wikidata":"https://www.wikidata.org/wiki/Q173799","display_name":"Entertainment","level":2,"score":0.5205696225166321},{"id":"https://openalex.org/C118518473","wikidata":"https://www.wikidata.org/wiki/Q11451","display_name":"Agriculture","level":2,"score":0.51838618516922},{"id":"https://openalex.org/C1670747","wikidata":"https://www.wikidata.org/wiki/Q396622","display_name":"Agribusiness","level":3,"score":0.4559488892555237},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4493544101715088},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.43746957182884216},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.43653830885887146},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.42093661427497864},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.41436856985092163},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.36528223752975464},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.32563844323158264},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.23898908495903015},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.09918931126594543},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.09873491525650024},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.4148/1051-0834.1234","doi":"https://doi.org/10.4148/1051-0834.1234","is_oa":true,"landing_page_url":"https://doi.org/10.4148/1051-0834.1234","pdf_url":"https://newprairiepress.org/cgi/viewcontent.cgi?article=1234&context=jac","source":{"id":"https://openalex.org/S2764587901","display_name":"Journal of Applied Communications","issn_l":"1051-0834","issn":["1051-0834","2476-1362"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj"],"host_organization":"https://openalex.org/P4310315855","host_organization_name":"New Prairie Press","host_organization_lineage":["https://openalex.org/P4310315855"],"host_organization_lineage_names":["New Prairie Press"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Applied Communications","raw_type":"journal-article"},{"id":"pmh:oai:epublications.marquette.edu:comm_fac-1442","doi":null,"is_oa":true,"landing_page_url":"https://epublications.marquette.edu/comm_fac/435","pdf_url":"https://epublications.marquette.edu/cgi/viewcontent.cgi?article=1442&context=comm_fac","source":{"id":"https://openalex.org/S4306401682","display_name":"e-Publications@Marquette (Marquette University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I102461120","host_organization_name":"Marquette University","host_organization_lineage":["https://openalex.org/I102461120"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"College of Communication Faculty Research and Publications","raw_type":"text"},{"id":"pmh:oai:newprairiepress.org:jac-1234","doi":null,"is_oa":true,"landing_page_url":"https://newprairiepress.org/jac/vol100/iss3/11","pdf_url":null,"source":{"id":"https://openalex.org/S4377196407","display_name":"New Prairie Press (Kansas State University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I189590672","host_organization_name":"Kansas State University","host_organization_lineage":["https://openalex.org/I189590672"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Applied Communications","raw_type":"text"}],"best_oa_location":{"id":"doi:10.4148/1051-0834.1234","doi":"https://doi.org/10.4148/1051-0834.1234","is_oa":true,"landing_page_url":"https://doi.org/10.4148/1051-0834.1234","pdf_url":"https://newprairiepress.org/cgi/viewcontent.cgi?article=1234&context=jac","source":{"id":"https://openalex.org/S2764587901","display_name":"Journal of Applied Communications","issn_l":"1051-0834","issn":["1051-0834","2476-1362"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj"],"host_organization":"https://openalex.org/P4310315855","host_organization_name":"New Prairie Press","host_organization_lineage":["https://openalex.org/P4310315855"],"host_organization_lineage_names":["New Prairie Press"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Applied Communications","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/2","score":0.8409000039100647,"display_name":"Zero hunger"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2601207181.pdf","grobid_xml":"https://content.openalex.org/works/W2601207181.grobid-xml"},"referenced_works_count":18,"referenced_works":["https://openalex.org/W1527311855","https://openalex.org/W1547705919","https://openalex.org/W1574984426","https://openalex.org/W1658908529","https://openalex.org/W1966794703","https://openalex.org/W1971123009","https://openalex.org/W2016043870","https://openalex.org/W2039331851","https://openalex.org/W2052685698","https://openalex.org/W2055564922","https://openalex.org/W2069351114","https://openalex.org/W2091722032","https://openalex.org/W2097796054","https://openalex.org/W2105432608","https://openalex.org/W2109079686","https://openalex.org/W2133766618","https://openalex.org/W2148359924","https://openalex.org/W4247181573"],"related_works":["https://openalex.org/W2187064386","https://openalex.org/W2294783038","https://openalex.org/W2394819995","https://openalex.org/W2735657269","https://openalex.org/W1533797324","https://openalex.org/W2253380460","https://openalex.org/W6999378998","https://openalex.org/W7162300532","https://openalex.org/W2267152761","https://openalex.org/W3113172148"],"abstract_inverted_index":{"This":[0],"study":[1,28],"follows":[2],"Chipotle\u2019s":[3,33,122,173],"innovative":[4],"strategy":[5,175],"of":[6,40,84,87,112,144,165,172,214],"using":[7],"branded":[8],"entertainment":[9],"and":[10,17,36,51,91,108,118,129,132,162,193,235],"satire":[11],"to":[12,32,69,93,115,121,227],"enhance":[13],"its":[14,141,191],"brand":[15],"image":[16,207],"positive":[18,153,206],"consumer":[19,117],"perceptions,":[20],"while":[21],"negatively":[22],"portraying":[23],"an":[24],"entire":[25],"industry.":[26,148],"The":[27],"explores":[29,176],"audience":[30],"reactions":[31,68,120,128],"satirical":[34,142],"Farmed":[35,192],"Dangerous":[37,194],"program,":[38],"part":[39],"the":[41,54,85,135,145,168,178,181,201,204,208,215,224],"company\u2019s":[42],"broader":[43,205],"\u201cFood":[44],"with":[45,231],"Integrity\u201d":[46],"campaign.":[47],"Increasing":[48],"agricultural":[49,136,160,186],"literacy":[50],"understanding":[52],"among":[53,185,212],"general":[55,216],"public":[56],"is":[57,197],"a":[58,100],"priority":[59],"(Doerfert,":[60],"2011).":[61],"Yet":[62],"marketing":[63,174],"communication":[64],"campaigns\u2014and":[65],"responses":[66,111],"or":[67,77],"those":[70,158],"campaigns\u2014that":[71],"simplify":[72],"issues":[73,234],"into":[74],"distinct":[75],"\u201csides,\u201d":[76],"focus":[78,105],"on":[79,95],"attacks,":[80],"prevent":[81],"deep":[82],"discussion":[83],"complexity":[86],"our":[88],"food":[89,146,169,232],"system":[90],"efforts":[92,189],"collaborate":[94],"solutions.":[96],"Research":[97],"presented":[98],"uses":[99],"case":[101],"study,":[102],"supported":[103],"by":[104],"group":[106],"methodology":[107],"in-depth":[109],"survey":[110],"YouTube":[113],"commenters,":[114],"examine":[116],"stakeholder":[119],"content.":[123],"Findings":[124,149],"reveal":[125,151],"sharply":[126],"divided":[127],"significant":[130],"anger":[131],"frustration":[133],"within":[134],"community":[137],"toward":[138,155],"Chipotle":[139,156],"for":[140,200,223],"portrayal":[143],"production":[147],"also":[150],"generally":[152],"attitudes":[154],"from":[157,237],"without":[159],"experience,":[161],"clear":[163],"perceptions":[164],"\u201csides\u201d":[166],"in":[167],"debate.":[170],"Discussion":[171],"whether":[177],"negative":[179],"sentiment":[180],"company":[182,209,225],"has":[183,210],"generated":[184],"stakeholders":[187],"through":[188],"like":[190],"webisode":[195],"series":[196],"worth":[198],"it":[199],"brand,":[202],"considering":[203],"gained":[211],"much":[213],"public,":[217],"as":[218,220],"well":[219],"related":[221],"implications":[222],"linked":[226],"more":[228],"recent":[229],"struggles":[230],"safety":[233],"attacks":[236],"political":[238],"groups.":[239]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":1},{"year":2023,"cited_by_count":2},{"year":2021,"cited_by_count":2},{"year":2017,"cited_by_count":2}],"updated_date":"2026-11-03T10:50:19.383937","created_date":"2017-04-07T00:00:00"}