Utopia, food sovereignty, and ethical fashion: The narrative power of anti-GMO campaigns

Abstract

The idea of utopia has become pervasive in the age of everyday humanitarianism. Digital media communicate utopian ideas that allow people to “do good” for vulnerable others and the environment. At the same time, campaigns mobilize citizens by invoking apocalyptic images, such as genetically modified (GM) “monster” foods. This article looks at the construction of utopian and apocalyptic narratives in social movement campaigns and how they contribute to the construction of identities in the campaigns against GM food and Bt cotton, especially in India. Based on an analysis of campaign material, we show that “organic food” and “ethical cotton” products would be less successful without the concurrent use of apocalyptic narratives. Narratives that are more radical enabled the anti-GM food movement to mobilize large resistance. By contrast, a more inclusive narrative approach in the cotton/textile sector risks supporting interests that are detrimental to social justice and environmental protection.