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2. Fellow cows and conflicting farmers: Public perceptions of dairy farming uncovered through frame analysis
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Jackson, Amy (author), Green, Martin J. (author), and Kaler, Jasmeet (author)
- Format:
- Journal Article`
- Publication Date:
- 2022-11-17
- Published:
- Switzerland: Frontiers Media S.A.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12743
- Journal Title:
- Frontiers in Veterinary Science
- Journal Title Details:
- V. 9
- Notes:
- 9pgs, Divergence in opinion over how farm animals should be cared for is creating a disconnect between livestock farming and the public that risks a loss of “social license” to farm. One proposed solution for the dairy farming community is to engage more constructively with the public to develop a shared vision of the industry's future; however, farmers and veterinarians remain reluctant to validate public opinions on farm animal care, in particular, often viewing them as naïve or impractical. Understanding the interpretive frames through which people make sense of dairy farming could help the dairy farming community engage more constructively with public opinion, thereby reducing conflict and providing opportunities to change communication or practice. Hence, frame analysis was conducted on transcripts of 60 face-to-face interviews with members of the UK public, first defining frames using reflexive thematic analysis, then considering the effect of these frames on those holding them. The results showed that dairy farming was mainly characterized by two entities: the cow and the farmer. Three frames were developed for the cow: she was perceived as i) enduring, which induced a sense of moral responsibility for her well-being among participants; ii) a fellow or companion, which led to feelings of a shared or parallel life with her; and iii) a force of nature, where the cow's connection with the natural world and “otherness” was appreciated, or even longed for. These connections were unexpectedly widespread within the sample, with many participants simultaneously holding two or even three frames. The farmer was seen through two frames: i) traditional; or ii) modernizing, but both frames had positive and negative narratives depending on the perceived care of the cow, causing confusion or even conflict about the care the farmer actually delivered. These findings provide new insights into the interpretive lenses through which the public makes sense of the dairy cow and her care, not least the bond the public themselves feel with the animal. They offer fresh opportunities for the dairy industry to improve engagement through more reflexive communication or modification of farming practices to better fit societal expectations about dairy cow welfare.
3. Meat morals: relationship between meat consumption consumer attitudes towards human and animal welfare and moral behavior
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- De Backer, Charlotte J.S. (author) and Hudders, Liselot (author)
- Format:
- Online journal article
- Publication Date:
- 2015-01
- Published:
- USA: Elsevier
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10152
- Journal Title:
- Meat Science
- Journal Title Details:
- 99 : 68-74
- Notes:
- 7 pages., via online journal., The aim of this work is to explore the relation between morality and diet choice by investigating how animal and human welfare attitudes and donation behaviors can predict a meat eating versus flexitarian versus vegetarian diet. The results of a survey study (N=299) show that animal health concerns (measured by the Animal Attitude Scale) can predict diet choice. Vegetarians are most concerned, while full-time meat eaters are least concerned, and the contrast between flexitarians and vegetarians is greater than the contrast between flexitarians and full-time meat eaters. With regards to human welfare (measured by the Moral Foundations Questionnaire), results show that attitudes towards human suffering set flexitarians apart from vegetarians and attitudes towards authority and respect distinguish between flexitarians and meat eaters. To conclude, results show that vegetarians donate more often to animal oriented charities than flexitarians and meat eaters, while no differences between the three diet groups occur for donations to human oriented charities.
4. Meeting heterogeneity in consumer demand for animal welfare: a reflection on existing knowledge and implications for the meat sector
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- De Jonge, Janneke (author) and van Trijp, Hans C. M. (author)
- Format:
- Online journal article
- Publication Date:
- 2012-11-01
- Published:
- USA: Springer
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10151
- Journal Title:
- Journal of Agricultural and Environmental Ethics
- Journal Title Details:
- 26 : 629–661
- Notes:
- 33 pages., Via online journal., The legitimacy of the dominant intensive meat production system with respect to the issue of animal welfare is increasingly being questioned by stakeholders across the meat supply chain. The current meat supply is highly undifferentiated, catering only for the extremes of morality concerns (i.e., conventional vs. organic meat products). However, a latent need for compromise products has been identified. That is, consumer differences exist regarding the trade-offs they make between different aspects associated with meat consumption. The heterogeneity in consumer demand could function as a starting point for market segmentation, targeting and positioning regarding animal welfare concepts that are differentiated in terms of animal welfare and price levels. Despite this, stakeholders in the meat supply chain seem to be trapped in the dominant business model focused on low cost prices. This paper aims to identify conflicting interests that stakeholders in the meat supply chain experience in order to increase understanding of why heterogeneous consumer preferences are not met by a more differentiated supply of meat products produced at different levels of animal welfare standards. In addition, characteristics of the supply chain that contribute to the existence of high exit barriers and difficulty to shift to more animal-friendly production systems are identified. Following the analysis of conflicting interests among stakeholders and factors that contribute to difficulty to transform the existing dominant regime, different routes are discussed that may help and motivate stakeholders to overcome these barriers and stimulate the creation of new markets.
5. Promoting vegetarianism through moralization and knowledge calibration
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Arora, Anshu Saxena (author), Bradford, Shalonda (author), Arora, Amit (author), and Gavino, Rafaella (author)
- Format:
- Journal article
- Publication Date:
- 2017
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 148 Document Number: D11581
- Journal Title:
- Journal of Promotion Management
- Journal Title Details:
- 23(6) : 889-912
- Notes:
- 25 pages., Online via UI e-subscription., Researchers investigated consumer attitudes toward vegetarianism, using two studies involving interviews with vegetarians and meat eaters. Text analysis revealed that "emotionally calibrated consumers were 'moral vegetarians' who find meat repulsive and make ethical food choices." Cognitively calibrated consumers were found to be 'health vegetarians' who "scanned the nutrition information, avoided meat due to health restrictions, and embraced vegetarianism for healthy life." Findings prompted suggestions for promoting vegetarianism.