ABSTRACT

Possible contributions of organic farming to solve the current environmental crisis in industrialized agriculture can range from greening the existing agrofood system to being a driver for systemic change. The growth of organic farming has led to debates over whether organic is still a driver of societal transformation or whether it has become a slightly greener version of conventional agriculture. We investigate the changing roles that are ascribed to the growing organic farming movement by societal communication processes in the context of transformations towards more sustainable food systems. We analyze how organic is portrayed in six Austrian newspapers during its time of growth (1990–1999) and in more recent years. Results from media frame analysis show that already in the 1990s organic was not portrayed as a radical driver of change, and the emergence of new product-centered frames indicate an increasing representation of organic farming as simply a green production method.

摘要

有机农业为解决当前工业化农业中的环境危机而可能做出的贡献，包括使现有的农粮系统变绿，也可以成为推动系统变化的动力。有机农业的增长引发了关于有机是否仍然是社会转型的驱动力，或者它是否已成为常规农业的绿色版本的争论。在向更可持续的粮食系统转变的背景下，我们通过社会交流过程来调查归因于日益增长的有机农业运动的角色变化。我们分析了六种奥地利报纸在其发展时期（1990-1999年）和最近几年中的有机形象。媒体框架分析的结果表明，有机产品早在1990年代就没有被描绘为变革的根本驱动力，