Chapter 1. Story of the Egg

Introduction

Video Case Study

In this activity you will be watching a 5:58 minute documentary produced as part of the Lexicon for Sustainability initiative by The Independent Television Service (ITVS) and Rumplefarm, LLC. The documentary examines the truthfulness of the language used to market eggs. Consumers' desire to choose more sustainably raised eggs, and marketers' desire to attract those customers, have led to a fundamental flaw in the way that egg products are labeled. To form your own conclusions about how marketing language effects purchasing behaviors, you will be encouraged to evaluate the validity of the information presented in this documentary. You will also extend your ability to assess information presented to you in the marketplace.

In each section of the activity you'll be asked to think about elements of the video's content and presentation as they relate to information literacy, which you learned about in Chapter 3.

1.1 Section A: Analyzing The Video

Instructions

1. Watch the video with this question in mind: What is the viewpoint expressed in this video clip?

Question 1.1

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Question 1.2

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Question 1.3

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Question 1.4

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1.1.1 Section A: Analyzing The Video (Continued)

Instructions

1. Watch the video again.

2. As you watch, jot down brief notes on the types of images you are shown and how you would describe the emotional tone of the video to a classmate.

Question 1.5

Which of the words below would you use to describe the video's tone?

Word
serious 2K3REYmgPBjb2b58pdLC4MtdonI=
happy 2K3REYmgPBjb2b58pdLC4MtdonI=
unbiased 2K3REYmgPBjb2b58pdLC4MtdonI=
pessimistic 2K3REYmgPBjb2b58pdLC4MtdonI=
sad 2K3REYmgPBjb2b58pdLC4MtdonI=
biased 2K3REYmgPBjb2b58pdLC4MtdonI=
uncaring 2K3REYmgPBjb2b58pdLC4MtdonI=
optimistic 2K3REYmgPBjb2b58pdLC4MtdonI=
scientific 2K3REYmgPBjb2b58pdLC4MtdonI=
angry 2K3REYmgPBjb2b58pdLC4MtdonI=
other: nZnhv4MoEh4FcQx7

Question 1.6

What kinds of images are you shown most frequently in this video clip?

Images
factory farms 2K3REYmgPBjb2b58pdLC4MtdonI=
chickens 2K3REYmgPBjb2b58pdLC4MtdonI=
people holding chickens 2K3REYmgPBjb2b58pdLC4MtdonI=
eggs 2K3REYmgPBjb2b58pdLC4MtdonI=
words 2K3REYmgPBjb2b58pdLC4MtdonI=
people 2K3REYmgPBjb2b58pdLC4MtdonI=
chickens in large pastures 2K3REYmgPBjb2b58pdLC4MtdonI=
henhouses 2K3REYmgPBjb2b58pdLC4MtdonI=
Other: nZnhv4MoEh4FcQx7

1.2 Section B: Language

Instructions

1. Watch the video again if necessary.

2. This time concentrate on the language in the video. What key terms are used? What do they mean? Why are they important to understand? For each term listed below, indicate whether they represent a sustainable farming practice, an ethical farming practice, both, or neither. Describe what each term means.

Question 1.7

Indicate the nature of each of the following terms relating to egg production:

Term Sustainable farming practice Ethical farming practice Both Neither
Cage-free 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI=
Factory Farm 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI=
Free-range 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI=
Pastured 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI= 2K3REYmgPBjb2b58pdLC4MtdonI=

Question 1.8

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Question 1.9

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Question 1.10

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Question 1.11

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1.3 Section C: Summary Questions

Question 1.12

This video clip is primarily meant to:

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Before watching this video, were you aware of the different ways that chickens are raised?

Question 1.13

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Do you tend to pay attention to product labeling when shopping?

Question 1.14

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Did your opinion about what kind of eggs to buy change after watching the video? Why or why not?

Question 1.15

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Question 1.16

Is this video about animals rights, truth in advertising, or sustainability?

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1.4 Activity Completed!

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