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This study engages framing theory to examine how movies represent animal-based foods such that children are socialized into eating them without question. Using a content analysis of top-grossing children’s fiction films released between 1999 and 2019, this paper explores how the consumption of animal-based foods is normalized both by the frequency of their appearance and by the ways in which they are discursively constructed. Findings reveal a statistically significant bias in favor of promoting animal-based foods as compared to USDA guidelines; and a qualitative review of food meanings: (1) associates animal product consumption with wealth, success and celebration; (2) links animal foods to Western dietary norms; and (3) normalizes this consumption by featuring animal-based foods as a backdrop to everyday life. Conclusions suggest that media framing contributes to the conveyance of food consumption norms that may have the potential to impact both short- and long-term eating behavior.

Building a Culture of Quiescence: The Framing of Animal-based Foods in Children’s Fiction Movies