Joanne Muscat

Understanding Organic As a Socially Contested Notion: a Frame Analysis Joanne Muscat

What are the implications of establishing an official definition of a fluid concept such as organic when there exist so many seemingly conflicting interpretations shaped by divergent worldviews? Officially defining the concept, in the case of organic by setting minimum organic certification standards, intrinsically endorses one particular worldview over alternative ones. This study uses frame analysis methodology to determine the ?cultural master myths' which shape the organic debate in New Zealand, and to determine whether the different constructions of organic struggling for supremacy within this discursive field reflect similar or divergent worldviews. Three masterframes encompassing nine frames are developed and applied to the various organic discourses which are contributing to the evolving tension between the organic social movement and the industry. This book provides a practical example of the use of frame analysis as a tool for interpreting, organising and making sense of a complex reality and should be especially useful to professionals in the field of social sciences and communications.