Sensitizing people about food safety, as well as consumer awareness, is a task that cannot be taken lightly. Corporations have spent millions of dollars trying to get the message out there, that we are what we eat. Though it seems that the message is starting to sink in, those who advocate for people to be more food conscious still have a number of hurdles to jump. Therefore, when hip-hop rapper AshEi released a new song and video that raised concerns about obesity called Food Fight! It was welcomed in the food movement.
It particularly appeals to community of color since it reaches out to a style they identify with, although it is not limited to that particular community. The video is set to address how we eat. Described as being very graphic and raw, the video features a couple of criminals who, rather than rob a store, are shown stocking it with bad food. Ben Zolno said that this was an ironical approach to the popular conception that people who work in large food corporations are most to blame for the food-related issues that are being faced in America. The video’s intention is to provoke new lines of thought among people so that they can look at the food system and analyze it critically. According to Zolno, issues related to food are tied with other problems that the country is also currently facing such as the higher cost of healthy foods when compared to junk food.
Advocates in the food movement find that the video addresses issues in a real way that would appeal to communities of colour. In addition, they praise the video in the way that it invokes a feeling of personal responsibility in dealing with issues such as obesity. Others have generally rated it as okay saying that the message is largely based on criticizing and not offering solutions.
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