Rhetorical Analysis: Food, Inc.

When was the last time your mom told you to eat your vegetables? We all know vegetables are the main component in helping us grow up to be big, strong, and healthy because our moms have told us a million times. Depending on where your vegetables came from—an all-natural, fresh, organic local farm, or from an industrially produced factory with toxic preservatives, dyes, and high fructose corn syrup—your mom could have been wrong when she said they would give you strength and health. In the last few decades, society has become substantially familiarized with unnatural, chemically processed foods that lack the nutrients our bodies need. The concerning risk factors about these foods that we devour are strongly and passionately expressed in Joel Salatin’s essay titled, “Declare Your Independence” featured in Food, Inc. Joel Salatin does not only inform his audience about the negatives of the industrial food system, but he also uses primarily pathos to persuade them to make a change by declaring their independence from overly processed, artificial

flavored foods.
Salatin’s essay originally appeared in Food Inc. by Karl Weber that was published in 2009. Salatin is an old-fashioned, traditional American farmer following in the footsteps of three generations working to keep the reputation of Polyface Farms. In “Declare Your Independence,” Salatin’s goal is to make the public feel as ardent and forceful as he does about his topic through the appeal of pathos by claiming that the industrial food system is “… slowly but surely killing us.” This is a scare tactic that grabs attention and enforces an emotional appeal by applying the idea that the industrial food system does more harm than good. By explaining this, he hopes his readers react by changing their accustomed views about the processed foods they currently buy in their groceries stores, and decide that the traditional way of producing food is the right choice.
Salatin strives to embody the tough fight on what seems like an impractical idea to most people, by structuring his essay into headings with cogent, alluring topics. His section about buying local best exemplifies the true benefits of the local food system, and really distracts his readers away from processed foods. To guide his case under this heading, he tells his audience to imagine themselves walking down the aisle in their nearby grocery store, “Make note of each item as you walk by and think about what could be grown within one hundred miles of that venue” (184). This inspires them to find out what sorts of foods can be grown locally around them, and makes them realize how effortless it is. This type of organization and use of pathos through imagination effectively pursues his persuasion to make a change.
With more than 40 years of experience of traditional farming, Joel Salatin has shown his readers that he is a credible source of information on the this subject, but without expertise in the industrial food system, he cannot prove or support any propositions in this field. (http://www.polyfacefarms.com) Backing up opinions with facts or reasoning is an important component in an author’s goal to convince their readers to make a change. He states, “The industrial pig growers are even trying to find the stress gene so it can be taken out of the pig’s DNA” (179), without following with a plausible source to defend his claim. This causes his audience to build a sense of skeptical thinking. If a reader used him as a source on this topic in their own writing, they would commit the fallacy of appeal to authority. Salatin’s background and qualifications in farming demonstrate ethos throughout his convincing argument, but his lack of experience in industrial farming develops doubt in his readers because he does not implement credibility.
Salatin is directing his compelling statements to an audience willing to adapt to new ideas, and a new way of living.

The way he speaks to his audience in his text indicates that he believes society has brainwashed them into thinking processed-factory foods are normal foods. It is clearly implied that he is targeting individuals that are unaware and naïve of his argument by the style of his text. This is displayed by asking questions that his readers might be thinking about while they are reading his text, and then providing straightforward explanations directly after. For an example, he says, “Why? Because we don’t medicate, vaccinate, genetically adulterate, irradiate, or exudate like they do” (180). He cuts straight to the point, without elaborating too much. By using this style of text, and providing uncomplicated answers, he is able to get his point across to individuals that want to transform their diet for the

better.
He also invokes an emotion of patriotism to try to connect with his audience by asserting American rights, “In America I have the freedom to own guns, speak, and assemble” (178). He implies that the only reason the American Constitution and Bill of Rights did not enforce freedom of food was because they never believed food would be criminalized (178). By expressing his speculations, he is trying to portray a trusting, friendly, charismatic relationship with his readers through pathos so that they consider listening to him, which makes it easier to persuade them to take action.
The overall mission in “Declare Your Independence” is to convince the public to withdraw from the negative influences of the industrial food production, and join the revolution of the wholesome, all-natural local food system. With Salatin’s farming background, style of writing, use of pathos, use of ethos, providing straightforward clarifications, and enthralling attitude, it is easily achievable for him to sway his audience in his favor. He encourages individuals to once again enjoy the satisfaction of eating locally grown foods as opposed to today’s processed industrial foods so that moms can confidently speak the truth when they tell their children they will grow up to be big, strong, and healthy.