From roots to reality: Food communication between science, identity and misinformation in the digital era

Title : From roots to reality: Food communication between science, identity and misinformation in the digital era

Abstract:

This contribution is positioned within the broader debate on the transformation of food communication in the digital era, with particular reference to the growing impact of misinformation on consumer behaviour, public perception and agri-food systems. In recent years, the food sector has become increasingly exposed to complex communication dynamics driven by digital media, social platforms and influencer marketing. While access to information has significantly expanded, the quality and reliability of such information have become more fragmented. This has led to the widespread circulation of simplified or misleading narratives around key topics such as organic agriculture, gluten-free diets, functional foods and sustainability.

The proposed work aims to analyse these phenomena through an interdisciplinary approach that integrates perspectives from food science, risk communication and socio-cultural analysis. Particular attention is given to the concept of food risk perception, highlighting the gap between scientific evidence and public understanding, as well as to the European regulatory framework that governs food safety and nutrition claims. Furthermore, the contribution explores the role of biodiversity and innovation in contemporary agri-food systems, emphasizing the need to balance tradition and technological development in the context of climate change.

The paper introduces the conceptual model of the “Food Communication Ecosystem”, which describes the interactions between scientific institutions, regulatory bodies, media platforms, producers and consumers. Within this framework, misinformation is interpreted as a systemic phenomenon that emerges when communication flows become fragmented or disconnected from scientific evidence.

This work is particularly relevant for the conference as it addresses current challenges in food science and technology not only from a technical perspective, but also from a communication and societal standpoint. It aims to contribute to the development of more effective strategies for science-based communication, supporting sustainable food systems and strengthening trust between science and society.

Biography:

Beatrice Proietti is a food science and management specialist at Confagricoltura, focusing on gastronomic sciences, sustainability, and nutrition education. She leads projects that bridge scientific knowledge, public awareness, and territorial development.

Emanuele Falcinelli, her co-author, is a researcher in food communication and risk perception, analysing the impact of digital media on consumer behaviour and public understanding. Together, they investigate how evidence-based communication can counter misinformation, promote sustainable food systems, and support regulatory frameworks. Their collaborative work integrates science, policy, and societal engagement to enhance knowledge dissemination and responsible communication in contemporary agri-food contexts.