Document Type
Article
Language
eng
Format of Original
3 p.
Publication Date
11-2016
Publisher
Elsevier
Source Publication
Public Relations Review
Source ISSN
0363-8111
Original Item ID
DOI: 10.1016/j.pubrev.2016.04.001
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.
Recommended Citation
Swenson, Rebecca; Gilkerson, Nathan; and Anderson, Betsy, "Taking Food Fights Online: Analysis of Chipotle’s Attempt to Cultivate Conversation with The Scarecrow Video" (2016). College of Communication Faculty Research and Publications. 437.
https://epublications.marquette.edu/comm_fac/437
Comments
NOTICE: this is the author’s version of a work that was accepted for publication in Public Relations Review. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Public Relations Review, Vol. 42, No. 4 (November 2016): 695-697. DOI. © Elsevier 2016. Used with permission.