Deskilling

Against the contention that consumers are autonomous, rational choice actors and that the shape of the food system is the result of consumers voting with their dollars, the “consumer deskilling” perspective recognizes processes of consumption as strongly structured choices and reflections, in part, of the way agribusinesses have created the consumers they want and need for their products. These processes are related to the growth and development of capitalism and the many revolutions in the agrifood system that have taken place in the 20th century. Corporate food systems, shifting consumer values and identities, and societal demands have led to major shifts in food consumption and preparation practices over the past several decades. As this has unfolded, consumers have become distanced from the sites and processes ...