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Animals 2018, 8(2), 17; https://doi.org/10.3390/ani8020017

Exploring the Framing of Animal Farming and Meat Consumption: On the Diversity of Topics Used and Qualitative Patterns in Selected Demographic Contexts

1
Strategic Communication Group, Wageningen University, Hollandseweg, 1, 6706 KN Wageningen, The Netherlands
2
Hanneke J. Nijland Research & Consultancy, Pootakkerweg 10, 6706BX Wageningen, The Netherlands
3
Institute for Science in Society (ISiS), Radboud University, Heyendaalseweg, 135, 6525 AJ Nijmegen, The Netherlands
*
Author to whom correspondence should be addressed.
Received: 15 October 2017 / Revised: 13 January 2018 / Accepted: 18 January 2018 / Published: 24 January 2018
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Abstract

In various contexts, people talk about animal farming and meat consumption using different arguments to construct and justify their (non-)acceptability. This article presents the results of an in-depth qualitative inquiry into the content of and contextual patterns in the everyday-life framing regarding this issue, performed among consumers in various settings in two extremes in the European sphere: the Netherlands and Turkey. We describe the methodological steps of collecting, coding, and organizing the variety of encountered framing topics, as well as our search for symbolic convergence in groups of consumers from different selected demographic contexts (country, urban-rural areas, gender, age, and education level). The framing of animal farming and meat consumption in everyday-life is not a simple one-issue rational display of facts; people referred to a vast range of topics in the categories knowledge, convictions, pronounced behaviour, values, norms, interests, and feelings. Looking at framing in relation to the researched demographic contexts, most patterns were found on the level of topics; symbolic convergence in lines of reasoning and composite framing was less prominent in groups based on single demographic contexts than anticipated. An explanation for this lies in the complexity of frame construction, happening in relation with multiple interdependent contextual features. View Full-Text
Keywords: animal farming; meat consumption; framing; topics; taste; human health; animal welfare; environmental impact; contextual influence; complexity animal farming; meat consumption; framing; topics; taste; human health; animal welfare; environmental impact; contextual influence; complexity
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Nijland, H.J.; Aarts, N.; van Woerkum, C.M.J. Exploring the Framing of Animal Farming and Meat Consumption: On the Diversity of Topics Used and Qualitative Patterns in Selected Demographic Contexts. Animals 2018, 8, 17.

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