Resumen de Taking food fights online: Analysis of Chipotle’s attempt to cultivate conversation with The Scarecrow video

Rebecca Swenson, Nathan Gilkerson, Betsy Anderson

• Abstract This study examines Chipotle’s use of The Scarecrow, an animated YouTube video, to initiate conversation about food sustainability issues. Results illustrate publics were highly engaged in conversation with one another, even though the organization did not directly engage with publics or employ principles of dialogic communication. We highlight the importance of network approaches to studying online interaction between stakeholder groups for public relations scholars interested in dialogical theory frameworks.