Challenging Food Narratives: A Discourse Analysis of Agro-Food Representations in a Belgian Alternative Media

Food narratives play a central role in shaping public perceptions of food systems, sustainability, and the agro-food industry. Contesting the general framing of food in the media, mostly focused on lifestyle with little perspectives on sustainability (Brüggemann et al., 2024), some “alternative media” (Atton, 2019; Ihlebæk Peeters (2) the promotion of alternative, localized, and community-based food systems, emphasizing sustainability, ethical consumption, and agroecology; and (3) the personalization of food-related issues through storytelling and lived experiences, positioning individuals and grassroots initiatives. These narratives seem to contribute to a counter-hegemonic discourse on food, challenging several perspectives on food production and promoting transparency, sustainability, and civic engagement. By examining how alternative media construct and disseminate food narratives, this research provides insights into the role of independent journalism in shaping public debates about food systems and the challenges of maintaining editorial coherence in the pursuit of social transformation.