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Who has a beef with reducing red and processed meat consumption? A media framing analysis
Katherine Sievert1, Mark Lawrence1,2, Christine Parker3
1School of Exercise and Nutrition Sciences, Deakin University, Burwood Highway, Burwood, VIC3125, Australia.
Public Health Nutrition
|September 30, 2021
Summary
Reducing red and processed meat (RPM) consumption faces polarization, with industry framing it as an elite agenda. Nuanced messaging is crucial for addressing health and environmental harms from RPM.
Area of Science:
- Environmental Science
- Public Health
- Communication Studies
Background:
- Diets high in red and processed meat (RPM) significantly contribute to environmental degradation and chronic diseases.
- Despite calls for global RPM reduction, policy attention remains low, particularly in high-income countries.
Purpose of the Study:
- To analyze the frames used by various interest groups regarding RPM reduction in online news media.
- To understand how media coverage influences public and political perception of RPM reduction.
Main Methods:
- A framing analysis of 150 online news articles published around major reports on RPM impacts.
- Articles were from four high-RPM producing/consuming countries: USA, UK, Australia, and New Zealand.
Main Results:
- RPM reduction discourse is highly polarized, with industry framing it as an 'elite' or 'vegan' agenda infringing on personal choice.
- Interest groups attempted to discredit reports by questioning evidence or highlighting specific harmful practices.
- Academics and nutrition experts were more frequently cited in articles supporting the reports' findings.
Conclusions:
- The polarization of RPM reduction creates a binary conflict, potentially reducing political prioritization.
- Nuanced and context-dependent messaging is essential to create less conflicting narratives and effectively address RPM's health and environmental harms.
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