Structural contradictions and the commodification of food

a praxeological analysis of the Jacquin and Nissin case

Authors

DOI:

https://doi.org/10.54786/revistaeptic.v28i1.23407

Abstract

This article examines an advertisement by Nissin Brazil featuring chef Erick Jacquin — a figure associated with haute cuisine and known for his role as a judge on a TV show — promoting their instant noodle line with “breakfast flavors”. Using the advertisement video and 70 related comments as our corpus, we propose an analysis of meaning production based on the praxeological model of communication, focusing on contradictions identified within the advertisement. The case reveals how contradiction operates as both an unavoidable element and a driving force of capitalism and also demonstrates how celebrities reinforce this in the digital social networks era.

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Author Biographies

Otávio Zonatto, Universidade Federal de Minas Gerais

Journalist, master in Social Communication and image editor (TV UFMG - Cedecom UFMG). He has a degree in Social Communication, specializing in Journalism, from the Federal University of Minas Gerais (2013) and a master's degree in Social Communication from the same institution (2024).

Dôuglas Aparecido Ferreira, Universidade Federal de Minas Gerais

He works in the Department of Social Communication of the School of Philosophy and Human Sciences at the Federal University of Minas Gerais, serving as a professor in undergraduate and postgraduate courses in Social Communication (PPGCOM-UFMG). He holds a PhD in Social Communication from the Federal University of Minas Gerais and a Master's degree in Social Communication - Media Interactions from the Pontifical Catholic University of Minas Gerais, with an exchange period at Ural Federal University (UrFU - Yekaterinburg, Russia) to attend courses in the Department of Marketing Communication and Branding. He holds a specialist degree in Brand Management and Corporate Identity from the Pontifical Catholic University of Minas Gerais and a bachelor's degree in Social Communication (Integrated Communication Management) - with a degree in Advertising and Propaganda from the Pontifical Catholic University of Minas Gerais. He is a member of GRIS - Image and Sociability Group (UFMG) and Midiáticus - Research Group on Media, Politics and Democracy (UFMT). Winner of the ABRAPCORP Dissertation Award in 2017. Author of the books “O jornal que subiu as escadas: estratégias e representações na Comunicação Interna” and “Como é trabalhar em uma agência de publicidade? Relatos das emoções vivenciadas no ambiente de trabalho publicitário”.

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Published

2026-05-29

How to Cite

Zonatto, O., & Ferreira, D. A. (2026). Structural contradictions and the commodification of food: a praxeological analysis of the Jacquin and Nissin case. Revista Eletrônica Internacional De Economia Política Da Informação, Da Comunicação E Da Cultura, 28(1), 78–94. https://doi.org/10.54786/revistaeptic.v28i1.23407

Issue

Vol. 28 No. 1 (2026): Economia política das plataformas digitais: transformações no capitalismo e respostas de diferentes países

Section

ARTIGOS E ENSAIOS

License

Copyright (c) 2026 Otávio Zonatto, Dôuglas Aparecido Ferreira

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