via online journal., The purpose of this study was to identify and describe the nature of corporate positions on animal welfare available on the websites of five meat producing companies in the U.S. The results of the content analysis illustrated that there were common topics among the dialogs the companies were willing to open related to their animal welfare positions. The companies typically took a general approach to animal welfare topics, commonly focusing on their corporate policy and their commitment to animal welfare. While each company focused on a unique combination of topics, companies commonly avoided mentioning more specific and possibly controversial topics and instead chose to focus on big-picture topics such as a commitment to sound animal welfarepractices. Each company used a particular set of frames to couch individual animal welfare messages for consumers. The most common frame led was that the company is an industry leader in animal welfare. Eighteen thematic terms related to livestock production and handling emerged through the content analysis. Of those, animal handling and humane were clearly the most commonly used terms. Future research should include matching these content analysis results with the existing communication strategies of each company, conducting more content analyses on animal protein companies’ other media outlets, as well as further exploring the presence of frames, topics, and terminology in news coverage in comparison to the online messages of animal protein companies.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 170 Document Number: D09007
Notes:
Agri Marketing magazine via AgriMarketing Weekly. 1 page/, Results of 124 agri-marketer responses to the question, "What is your primary source of news about the agricultural industry?"
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 139 Document Number: D05845
Notes:
Online from the National Children's Center for Rural and Agricultural Health and Safety, Marshfield, Wisconsin. 2 pages., Report of a national survey of agritourism operators
Shaw, Kelsey (author), Meyers, Courtney (author), Irlbeck, Erica (author), Doerfert, David (author), Abrams, Katie (author), and Morgan, Chris (author)
Format:
Journal article
Publication Date:
2015
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 141 Document Number: D06139
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D06198
Notes:
Pages 11-35 in Karin Eli and Stanley Ulijaszek (eds.), Obesity, eating disorders and the media. Ashgate Publishing Limited, Surrey, England. 173 pages.
