Shockumentary Check List*

It seems like every year there’s a new “shockumentary” released that vilifies food or farming. How can you tell it’s a “shockumentary” and not a documentary? Here you go!

The #Shockumentary Playbook:
1. Music — A shockumentary often features sad, haunting melodies…flutes are very popular.
2. Cast:
-Farmer -old, weathered (yet photogenic) farmer, preferably with beard, dressed in worn jeans. This farmer should be on a small, organic farm in a bucolic setting. For counterpoint there will be an “industrial” or “factory” farmer who is portrayed as rude/uncaring.
-Mom — mom with children, claiming she or her children have illnesses that she attributes to a particular food group or pesticide (no medical proof is needed, anecdotes will suffice.) Mother should be angry and/or sad. Tears are very effective.

-Doctor — an “expert” wearing a white lab coat who may or may not be identified as a “doctor” though it doesn’t specify of what specialty.

-Scientist — someone in a lab identified as a “scientist” this person can be portrayed as bumbling or incompetent if they appear to be countering claims. If they support claims don’t identify (or exaggerate) their area of expertise.

3. Corporations — Ample use of Monsanto/Bayer logo ( not necessary to use any other company logos that also produce GMO crops like Frontier, Dupont, Bayer, or Syngenta, since Monsanto, like McDonald’s, is most recognized). You definitely don’t need to mention the fact that universities also develop GM crops or that there is no longer a Monsanto as Bayer purchased the company.
4. Field shot — at least one shot of workers in Hazmat suits spraying a field ( don’t bother to mention that when workers spray certain organic pesticides they may also need to wear protective gear. Also don’t mention that what is being sprayed is primarily water and not the pesticide or herbicide.)
5. Research — Exaggerate as much as possible and cite biased research and discredited studies or researchers — no one will know.
6. Talking points — Describe food system as “broken” repeatedly and often. Also use words like “toxic” and “poisonous” to describe food or ingredients in food. ( though technically if food WAS toxic or poisonous people would die, but don’t bother to make that fine point.)
7. Cancer and Health — Attribute specific food or food groups or pesticides to a multitude of ills, especially cancer because EVERYONE is afraid of cancer. Cite the EWG’s “Dirty Dozen”(Don’t bother to mention that the amount of fruits/vegetables you’d have to eat to get even close to levels of pesticide deemed harmful is so much that you physically wouldn’t be able to eat that much in one day. And don’t mention that the wife of Stonyfield Organic’s CEO is on EWG board — collusion much?)
8. Funding — Don’t bother to disclose that the film is funded by organic brands, distributors/food stores and organic or vegan activist groups — make people dig for that info.
9. Farm shots

• Small farms -Make sure there are plenty of photos of small, quaint farms, farmers markets and organic food stores that are shot in beautiful shimmery lighting.
• Large-scale farms — Make sure you have unflattering shots of large-scale farms but they should be referred to as “factory” or “industrial” farms and animals should be shown in crowded conditions.

10. Extras( People) — Make sure you have at least one image of someone who is morbidly obese eating a fast food meal.

*I originally wrote a version of this in 2017.