Out today in Science as Culture, “Conscious, Complacent, Fearful: Agri-Food Tech’s Market-Making Public Imaginaries” explores how innovators in the agri-food tech sector navigate a terrain dogged by concerns of public acceptance. To both secure markets and legitimate their approaches to problem-solving, Biltekoff and Guthman highlight how entrepreneurial innovators draw on three existing imaginaries of consumers – conscious, complacent, and fearful – each of which articulates with a particular tendency they have pursued in problem-solving.
Read the full piece here.