This paper examines the media coverage of the 2013 London cultured meat tasting event, particularly in the United States, Canada, and the United Kingdom. Using major news outlets, prominent magazines covering food and science issues, and advocacy websites concerning meat consumption, the paper characterizes the overall emphases of the coverage, the tenor of the coverage, and compares the media portrayal of the important issues to the demographic and psychological realities of the actual consumer market into which cultured meat will compete. In particular, the paper argues that Western media gives a distorted picture of what obstacles are in the path of cultured meat acceptance, especially by overemphasizing and overrepresenting the importance of the reception of cultured meat among vegetarians. Promoters of cultured meat should recognize the skewed impression that this media coverage provides and pay attention to the demographic data that suggests strict vegetarians are a demographically negligible group. Resources for promoting cultured meat should focus on the empirical demographics of the consumer market and the empirical psychology of mainstream consumers.
Ellis, Tammy M. (author), Lee, Barbara (author), Schwebel, David (author), Salzwedel, Marsha (author), Flyte, Jason (author), Heiberger, Scott (author), and Marlenga, Barbara (author)
Format:
Abstract
Publication Date:
2015-02-10
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 139 Document Number: D05847
19 pages., Online via UI e-subscription, Researchers examined the effectiveness of descriptive norm cues in the context of green advertising for large grocery chains through the lens of the persuasion knowledge model. "Results suggested that green advertising might be more productive if retailers frame their messages without descriptive norm cues and reliance on whether they are seen as 'green' (Whole Foods) or 'non green' (Wal-Mart)."
