Year: 2021
Type: article
Abstract: There has always been a posthuman aspect to the processing and consumption of animal-based meats, especially as cuts of meat are distanced from the animals supplying them, thus turning the animals themselves into information more so than bodies. Plant-based meat has doubled down on its employment of posthuman rhetoric, to become what the authors suggest are meataphors, or the articulation of meat as a pattern of information mapped onto a substrate in a way that is not exclusively linguistic. Impossible™ Foods’s meats, in particular, can be considered meataphors that participate in a larger symbolic and capitalistic endeavor to stake a claim in the animal-based meat market using more traditional advertising strategies; however, Impossible™ Foods’s meats are also, more implicitly, making posthuman moves in their persuasive efforts, rhetorically shifting both the meaning of meat and what it means to choose between animal-based and plant-based meats, in a way that parallels posthumanism’s emphasis on information. Impossible™ Foods, through their persuasive practices, has generated a new narrative of what sustains bodies, beyond the spatially significant juxtapositions with animal-based meats. Impossible™ Foods takes on the story of meat and remediates it for audiences through their semiotic practices, thus showing how the company employs a posthumanist approach to meat production and consumption.
Source: Humanities
DOI: 10.3390/h10010049
Authors: Paul Muhlhauser, Marie Drews, Rachel Reitz
Institutions: McDaniel College, Luther College
Language: English
Subfield: Cultural Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,512
OpenAlex ID: W3136649571