Singapore media and novel foods: how new innovations and food categories are made and negotiated through mainstream and social media

Through a media discourse analysis, this study draws upon quantitative and qualitative data to gain insights into how new food categories are made and negotiated through mainstream and social media. The focus is on alternative proteins, a growing food sector largely driven by the current unsustainable industrial animal farming. Plant-based meats have long existed as alternative sources to meat, and insects have been historically eaten in parts of the world; yet, the crisis of climate change and increasing sophistication of technology have spurred the development of innovations like cultivated meat, microalgae, and fermentation protein. To better understand how food categories are redefined, this study focuses on Singapore media and its framing of these foods, considered novel here for their potential to revolutionize future food sources by how they are made and/or consumed. The contested views on the edibility and categorization of these novel foods signal resistance to Singapore’s accelerated modernity.