Framing Analysis of Animal Identification Coverage in Selected U.S. Agricultural Newspapers

Abstract

The need for a stronger system of traceability has become more of a focus for the food industry in recent years due to foodborne disease outbreaks and a need to increase safety in the food supply chain. To increase the likelihood of adoption of future programs within the cattle industry, program directors must better understand the influence of the agricultural media over industry member's opinions. In this study researchers sought to examine the tone, sources, affiliations and framing of the information presented by selected agricultural newspaper media regarding traceability and NAIS. Sixteen frames and five source types were established and used to code the selected material. Researchers found the most frequently used dominant frame was meeting summary, with the most frequent secondary frame being producer and industry opinions. Almost half of the articles were positive in tone. Moreover, the most frequently cited source type was non-profit. Future programs must be diligent in establishing a relationship with the agricultural media to help to ensure positive coverage of their program. By analyzing these results, future programs can determine the most effective way to represent their program to the agricultural press.