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[UIUC] MACS364: Food Networks - S2014

Anita Chan, Author

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Project Part 2 Overview: Sweden

This Final portion of your project will involve a study of sustainability practices and messaging within the global context of our international study abroad destination, Sweden. You’ll focus on a food industry and product marketing in Sweden that parallels the US food brand you selected for the first part of your Project -- and document Sustainability Practices and Messaging in the Contemporary Swedish Marketplace around:

  • dairy products and marketing (Dean and Kraft)
  • meat and poultry products/marketing (Tyson and Mcdonald’s)
  • fruits and
    vegetable products/marketing (Chiquita and Dole)
  • beverage products/marketing (Coke)
  • breads and cereal products/ marketing (Kellogg’s)

During the week, you’ll use the streets/public spaces of Sweden – as well as our site visits with experts on food marketing and messaging in Sweden -- as sites and opportunities for journalistic data collection. This can include:

  • selective photo/video recording (of perhaps street life, restaurant signs and menus, shopping activity, recycling provisions; organic products and signaling, ect)
  • creating audio/media clips (of ambient public noise/street life; or if a speaker is identifiable, with permission of that speaker or interviewee)
  • taking notes on quotations and key observations made during site visits and in public spaces
  • conducting short interviews

Part 2: Scalar Site:

Using media items you create during the week, you will create a new Scalar book that represents Sustainability Practices and Messaging in the Contemporary Swedish Marketplace developed
around/involving products in your food industry. Like your 1st Scalar book, your new one should: 

  • include a minimum of 10 pages, a minimum of 10 media/visual items (including and highlighting your photos and media clips), and 1 linear path connecting your pages.
  • as at least 1 of your media clips, do include a some audio excerpt of a conversation you have with a Swedish resident commenting on the local food market around your product.

* Do note: although our speakers and site hosts are fine with being documented for class purposes, please do use cautionary judgment and be courteous when taking photos that involve closeup shots of strangers, minors, or any activity that could be invasive or intrusive.

* Also, for individuals who agree to be interviewed: ask if it is ok to audio or video record; do make sure to let them know you are recording for class purposes only; and share your contact info for any potential followup.

Part 2: Essay:

Part 2 of your essay will include a 5-6 page that imagines you taking 1 of the following course authors covering the US food production system on a short, guided tour of Sweden:

  • Michael Moss (writing on concerns around US consumer health/nutrition problems related to food industry products)
  • Marion Nestle (on US regulation development and food safety)
  • Rampton and Stauber (on US scientific research, corporate influence, and impacts on environmental/health safety)
  • Michael Pollan (on a “naturalist’s” critique and perspective on US industrial food production)

Your essay should cover your design of this walking tour with your selected author, highlighting your observations in Sweden on your parallel food industry and what/how you would stress this to your author, and drawing upon the insights you’ve developed around sustainability practices in US food industries.

Considering the development of corporate Sustainability Practices you studied with your food brand in Part 1 of the project, and the sustainability practices developed by alternative US companies Gary Hirschberg covered in Stirring It Up, how would you imagine your author reacting to your tour of Sustainability Practices in Sweden's food industries and consumer landscape?

Scalar Reflection:
In 1 page, briefly reflect on your experience using Scalar and the digital tools to analyze and visualize the texts, images, and other data you gathered. Here are a few prompt questions to consider:


  • How did the experience of creating a Scalar project compare to writing a standard essay?
  • What did you like most about using Scalar?
  • What were some major challenges you encountered while using Scalar?
  • What did you learn about working with digital media?
  • If you could choose any way to create a digital project, are there other methods or alternative tools you would choose?  If so, what are they?

  • What did you learn through creating a infographic in


  • What did you learn from using Voyant? 
  • What were the challenges of using Voyant?

Due Dates:

Your Sweden-based Scalar Site: is due at 2P May 24th, and will be presented in Sweden on the Saturday afternoon, May 24, 2-5P, prior to our final departure.

Your 2nd Essay (5-6 typed pages) for the final portion of your project and a 1-page reflection on your Scalar use/design process is due via email by Wednesday, June 4 by 2PM. Make sure to format using 1-inch margins, Times 12-point font, and double-spaced, and to include a separate bibliography citing sources/end notes. Please note: Your 1-page Scalar Reflection and bibliography do not count towards your 2nd Essay's 5-6 page count.

* Here are good guides for citing sources in MLA, APA, or Chicago style:

UIUC Library:

Purdue Online Writers Lab:

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