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Two Sides of the Same Coin? Analysis of the Web-Based Social Media with Regard to the Image of the Agri-Food Sector in Germany

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  • Boehm, Justus
  • Kayser, Maike
  • Spiller, Achim

Abstract

Never before has food been as safe and secure as it is today, but simultaneously, society has become increasingly critical towards agricultural and food related issues. This two-sided development between society and agribusiness will be analyzed using Framing Theory. A quantitative semantic analysis was applied to evaluate the web-based social media in Germany. 50,931 web posts were collected covering 21 issues identified as relevant for the agri-food sector. The results show that all contentious issues are mainly framed in a two-sided way. The modern productivity-driven industry is judged as a negative development, trends returning to a more natural food production are seen as positive.

Suggested Citation

  • Boehm, Justus & Kayser, Maike & Spiller, Achim, 2010. "Two Sides of the Same Coin? Analysis of the Web-Based Social Media with Regard to the Image of the Agri-Food Sector in Germany," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(3), pages 1-15, October.
    • Handle: RePEc:ags:ijofsd:97029
    DOI: 10.22004/ag.econ.97029
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    Cited by:

    1. Friedrich, Nina & Heyder, Matthias & Theuvsen, Ludwig, 2012. "Sustainability Management in Agribusiness: Challenges, Concepts, Responsibilities and Performance," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 3(2), pages 1-13, December.
    2. Spiller, Achim & von Meyer-Höfer, Marie & Sonntag, Winnie, 2016. "Gibt es eine Zukunft für die moderne konventionelle Tierhaltung in Nordwesteuropa?," Department of Agricultural and Rural Development (DARE) Discussion Papers 260780, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    3. Friedrich, Nina & Heyder, Matthias & Theuvsen, Ludwig, 2012. "Sustainability Management in Agribusiness: Challenges, Concepts, Responsibilities and Performance," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144979, International European Forum on System Dynamics and Innovation in Food Networks.
    4. GRoss, Sabine & Roosen, Jutta, 2021. "Effects of information on social trust in farmers regarding animal welfare," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(1).
    5. Purwins, Nina & Schulze-Ehlers, Birgit, 2016. "Determinants of pig farmers’ participation in an animal welfare program," 26th International Food and Agribusiness Management Association (IFAMA) World Forum, 2016, Aarhus, Denmark 274784, International Food and Agribusiness Management Association (IFAMA).
    6. Hirsch, Darya & Meyer, Christian H. & Massen, Cristina & Terlau, Wiltrud, 2017. "Well-informed Consumer? How do Different Consumer Groups Handle Online Information on German Animal Welfare Initiatives?," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2017(1), June.
    7. Kayser, M. & Böhm, J. & Spiller, A., 2012. "Zwischen Markt und Moral – Wie wird die deutsche Land- und Ernährungswirtschaft in der Gesellschaft wahrgenommen?," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 47, March.
    8. Schulze, Birgit & Deimel, Ingke, 2012. "Conflicts between agriculture and society: the role of lobby groups in the animal welfare discussion and their impact on meat consumption," 22nd International Food and Agribusiness Management Association (IFAMA) World Forum, 2012, Shanghai, China 269543, International Food and Agribusiness Management Association (IFAMA).
    9. Purwins, Nina & Schulze-Ehlers, Birgit, 2018. "Improving market success of animal welfare programs through key stakeholder involvement: heading towards responsible innovation?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(4).
    10. Christoph, Inken B. & Buergelt, Doreen & Salamon, Petra & Weible, Daniela & Zander, Katrin, 2012. "A Holistic Approach to Consumer Research on Expectations Regarding Animal Husbandry," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144963, International European Forum on System Dynamics and Innovation in Food Networks.
    11. Hirsch, Darya & Meyer, Christian H. & Massen, Cristina & Terlau, Wiltrud, 2017. "Well-informed Consumer? How do Different Consumer Groups Handle Online Information on German Animal Welfare Initiatives?," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276934, International European Forum on System Dynamics and Innovation in Food Networks.
    12. Meixner, Oliver & Haas, Rainer & Moosbrugger, Helmut & Magdits, Philipp, 2013. "Interaction with customers: The Application of Social Media within the Austrian Supply Chain for Food and Beverages," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 4(1), pages 1-12, July.
    13. Mohr, Svenja & Höhler, Julia, 2023. "Media coverage of digitalization in agriculture - an analysis of media content," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    14. Heise, Heinke & Theuvsen, Ludwig, 2016. "What do consumers think about farm animal welfare in modern agriculture? Attitudes and shopping behaviour," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(3), November.

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