Genetically modified food on the plate: Food consumption in the time of Frankenfood

By investigating consumer perception of genetically engineered food this research pursues a twofold objective: it examines the symbolic meanings of contemporary food consumption and explores the process of meaning generation and meaning transfer in the domain of incomplete knowledge. The theoretical contribution of this research is rooted in attempts to understand how consumers make sense of products that do not provide them with the conscious experience of acquiring, using, and disposing of them. The study also gains empirical significance because it identifies emerging meanings attached to food and implications for consumer culture.; The grounded theory approach used here is designed to include visual tools as an elicitation technique for in-depth interviews. The explanatory framework builds on a theory of symbolic consumption (Levy) and theory of meaning transfer (McCracken). Attempts at extending these theories are made by offering a cultural critique of generated meanings and uncovering additional vehicles of meaning transfer (such as popular movies, historical facts, and anecdotes). The process of meaning construction and meaning transfer in the domain of incomplete knowledge has been found highly symbolic. The category of naturalness has been identified as a frame of reference for consumer perception of genetically modified food.