Promise and ontological ambiguity in the In Vitro Meat imagescape: From laboratory myotubes to the cultured burger

Abstract

In vitro meat, also known as cultured meat, involves growing cells into muscle tissue to be eaten as food. The technology had its most high profile moment in 2013 when a cultured burger was cooked and tasted in a press conference. Images of the burger featured in the international media and were circulated across the internet. These images – literally marks on a two-dimension surface - do important work in establishing what in vitro meat is and what it can do. A combination of visual semiotics and narrative analysis shows that images of in vitro meat afford readings of their story that are co-created by the viewer. Before the cultured burger, during 2011, images of in vitro meat fell into four distinct categories: cell images, tissue images, flowcharts, and meat in a dish images. The narrative infrastructure of each image type affords different interpretations of what in vitro meat can accomplish and what it is. The 2013 cultured burger images both draw upon and depart from these images types in an attempt to present in vitro meat as a normal food stuff, and as ‘matter in place’ when placed on the plate. The analysis of individual images and the collection of images about a certain object or subject – known as the imagescape – is a productive approach to understanding the ontology and promise of in vitro meat and is applicable to other areas of social life.