Interviews with animal rights advocates prompt author to suggest that a satisfactory resolution of the debate over the use of animals can only emerge in an atmosphere of respect, communication and mutual understanding rather than through the "argumentation is war" model.
12 pages., Online via UI electronic subscription, Analysis of five cases of peak social media activity in the Dutch livestock sector. Findings indicated that social media hypes revolved around activism, scandals, and conflicts - each with characteristic patterns of activity, framing, interaction and media interplay. "Our results show the need to adopt a proactive and interactive approach that transcends the view of social media as a mere communication channel to respond in crisis situations."
