Food for thought: the discursive rehearsal of the Milano Expo 2015.

"Feeding the Planet: Energy for Life" - the theme of the Expo Milano 2015 - situates the international event within a global social, economic and political frame regarding patterns of food production and consumption as key issues for the world's future. Addressing multiple stakeholders that include institutional bodies and private enterprises, local actors and global citizenry, the event has reverberated in the local and global media.The analysis of a selected corpus of promotional texts related to its organisation and the concomitant rebranding of the city of Milan aims to map the construction of the social meanings of the Expo Milano through the efforts and negotiations of its multiple participants in the public and private sectors and to delve into the complex interweaving of social expectations and mythologies in the act itself of their discursive formation.