{ "item_title" : "The Meaning of Meat", "item_author" : [" Ryan J. Phillips "], "item_description" : "Beyond Meat and Impossible Foods rocketed into the public consciousness in the late 2010s. Their products were suddenly everywhere, from grocery stores to fast-food restaurants. Unlike other companies selling meat alternatives like tofu burgers or veggie patties, Beyond Meat and Impossible Foods were selling plant-based meat. The Meaning of Meat is a critical interrogation of the advertising strategies of plant-based meat companies. It breaks down the talking points and framing techniques that were used to explain plant-based meat to the public, and to make sure that it wasn't perceived as vegetarian food. Dissecting corporate websites, trade magazines, legislation, and social media campaigns, it shows the ways that people understand meat not only as a category of food, but as an expression of culture, class and identity. The Meaning of Meat demonstrates how Beyond Meat and Impossible Foods created marketing campaigns that took advantage of the ways North Americans understand meat to create a new category of food in one of the greatest conceptual boundary shifts in contemporary culture.", "item_img_path" : "https://covers4.booksamillion.com/covers/bam/1/77/385/745/1773857452_b.jpg", "price_data" : { "retail_price" : "34.99", "online_price" : "34.99", "our_price" : "34.99", "club_price" : "34.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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