Communicating the right to food sovereignty: The voice of the Campesino in the Global Campaign for Agrarian Reform

Historically, the ‘campesino’ or peasant farmer has been marginalised from the public sphere. This paper explores how La Via Campesina, the world’s largest independent social movement, has employed framing techniques to legitimise the claims of a diverse membership through its Global Campaign for Agrarian Reform. It is proposed that frame strategists within the movement are effectively challenging dominant paradigms of land reform by engaging in public relations activities, including relationship management, alliance-building and strategic repositioning within a broader network or ‘counterpublic’ of social justice organisations.