Kiire ja tervislik toit – kas alati ka usaldusväärne? Kaubanduslikud kuulujutud tänapäeva tarbimisühiskonnas
Fast and Healthy Food – Could it Be Trusted? Commercial Rumours in Present-Day Consumerist Society

Summary/Abstract: The article gives an overview of the formation and origin of two food-related rumour cycles that have circulated in Estonia, various viewpoints and opinions about present-day consumption and trade, which have been highlighted in these rumours, discussions, comments in discussion forums and articles, as well as of people’s problems, fears, and stereotypic beliefs. The first commercial rumour about salad rinsing and other commercial frauds is of Estonian origin. Namely, in 2006 a rumour started to circulate in Estonian social networks and later on also in newspapers that local store chains were selling salads past the expiration date, with the spoiled dressing washed out and replaced with fresh. The second rumour, most probably of USA origin, was associated with international market and trade and began to spread in Estonia at the beginning of 2013, through a chain letter disseminated in social networking sites, warning people about the harmfulness of baby carrots.

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