Meat and Dairy: The far-right’s new battleground for ideological wars
Misinformation surrounding meat and dairy coalesces several narratives such as Greenwashing (animal-based food products are environmentally friendly), Polarising (framing veganism and climate-conscious diets as threats to traditional values and identity), and Healthwashing (animal-based food products are essential for good health).
RIPPLE RESEARCH: In partnership with the Changing Markets Foundation, Ripple Research spearheaded an in-depth examination focused on the dissemination of misinformation pertaining to meat, dairy, and animal-centric dietary narratives. This collaborative effort led to the creation of the largest dataset of its kind that we’ve seen. Here, the primary goal of our extensive analysis was to understand the extent, nature, and impact of online misinformation in this domain.
Our investigation coincides with a broader socio-political shift, which sees climate change discussions being hijacked by far-right elements online. This surge in right-wing activity strategically intertwines notions of individual liberty, skepticism towards climate science, and conspiratorial thinking, framing environmental initiatives as overreach and tyranny. Our findings reveal that these narratives now focus on meat, dairy, and animal-based diets, turning them into the newest platforms for ideological warfare. This shift exacerbates online polarization, dilutes the effectiveness of climate action, and turns crucial policy debates into culture wars.
The findings of this research empower stakeholders to implement targeted interventions, formulate evidence-based policies, and fortify communication strategies. Furthermore, this comprehensive study supports public health, business resilience, and societal awareness, fostering a more informed and discerning populace capable of making sustainable dietary choices.
Our study analyzed 948,000 misinformation-related posts over a 13 month time period. We’ve applied our advanced narrative and discourse analysis methods, temporal patterns explorations, and misinfluencer identification. Building on our understanding of the overarching socio-political landscape, our investigation explored the specific ways these far-right narratives are shaping conversations around meat, dairy, and animal-based diets.
In our examination of misinformation in the meat and dairy industries, we discerned two key narrative frames: the Enhance Frame, which actively promotes the merits of animal-based products, emphasizing their nutritional benefits and cultural significance, and the Disparage Frame, used to challenge alternative diets and discredit scientific research in an effort to weaken opposition to the animal agriculture industry… Read The Bureau of Investigative Journalism’s coverage of this study here, and access the full report here. SOURCE…
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