Contamination, deception and ‘othering’: The media framing of the horsemeat scandal

Abstract

Food and consumption practices are cultural symbols of communities, nations, identity and a collective imaginary which bind people in complex ways. The media framed the 2013 horsemeat scandal by fusing discourses beyond the politics of food. Three recurrent media frames and dominant discourses converged with wider political debates and cultural stereotypes in circulation in the media around immigration and intertextual discourse on historical food scandals. What this reveals is how food consumption and food-related scandals give rise to affective media debates and frames which invoke fear of the other and the transgression of a sacred British identity, often juxtaposing ‘Britishness’ with a constructed ‘Otherness’.