British celebrity chef Jamie Oliver has been an active voice among those striving for food reform, directly influencing attitudes and behaviors among the culture of food around the world. Oliver's most recent campaign, Jamie's Food Revolution, can be considered one of his most successful attempts at influencing modern day food practices. The mission of the campaign is 'to create a strong sustainable movement to educate every child about food, inspire families to cook again and empower people everywhere to fight obesity' (Home Jamie's Food Revolution, n.d.). In addition to the campaign website, Jamie's Food Revolution campaign has a Facebook page, an Instagram page, a Twitter page, and a YouTube page, which are all used to contact with people around the world. The purpose of this thesis is to explore how the Instagram page, @foodrev, is used to post content that aligns with the mission and offers dialogic opportunities for publics to engage with the campaign through a grounded theory methodological approach and application of dialogic theory. More specifically, this thesis will: 1) highlight how the content of the @foodrev Instagram account represents the mission statement of Jamie's Food Revolution; 2) address whether the content posted to the Instagram account generates opportunities for dialogic engagement; 3)reveal whether the content posted to the Instagram account actually generates dialogic responses from other Instagram users; and4) reveal features of dialogic theory that transfer to social media, specifically Instagram, and what aspect of the platform provides dialogic affordances not already explained by dialogic theory. / Master of Arts

“Local,” “organic,” “natural,” and “Fairtrade” are just several of the many claims adorning the food products that line grocery store shelves. These promises of environmental sustainability and social responsibility are pillars of the “good food revolution” sweeping the nation as consumers demand alternatives to the products of the industrial food system. Green consumerism, the premise that consumer demand for environmentally sustainable goods will bring about ecologically beneficial outcomes, is at the heart of the sustainable food movement. This thesis takes a critical look at the operation of green consumerism in the food system. It explores the ideology and shortcomings of neoliberal consumer-citizenship that informs the “vote with your fork” rhetoric promoted throughout alternative food markets. Examining the plant-based foods movement as a case study, it attempts to shed light on aspects of food production that are obscured by the promises of “conscious consumption,” such as environmental impacts, accessibility, and reinforcement of the dominant dietary and patriarchal paradigm. Ultimately, the emphasis on consumerism as a means to remedy the failures of the industrial food system instead perpetuates social inequalities and environmental exploitation while relieving powerful institutions and the public of the responsibility to enact significant change. This thesis concludes with recommendations for a multi-sectored approach to the good food revolution that incorporates government, corporate, and grassroots action to bring about a truly sustainable food system.