What do consumers read about meat?
This paper analyses the narratives linking meat and the environment that were found in 116 articles from eight online news outlets in the UK during 2019. It found that anti-meat narratives are most common: 54% of articles had anti-meat-consumption sentiments, while only 5% were mostly in favour of meat consumption or against a shift to plant-based diets; the remaining articles were neutral or contained mixed arguments. Sentiment varied by farming type: less than 10% of articles were against meat in general; 28% were against industrial farming but favoured more sustainable methods; and the remainder were neutral or balanced, with no articles being generally in favour of the meat industry. The eight news outlets studied were the BBC, the Guardian, MailOnline, Sky News, the Sun, the Mirror, LAD Bible and BuzzFeed.