IDEAS home Printed from https://ideas.repec.org/p/ags/iefi10/100587.html
   My bibliography  Save this paper

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

Author

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

Abstract

The agri‐food industry has improved its productivity, especially in developed countries, in an unparalleled way. This development has, however, estranged the agri‐food sector in parts from society over the years. Never before has food been as safe and secure, but simultaneously, society has become increasingly critical towards agricultural and food related issues. In the following, this two‐sided development between society and agribusiness ‐ the existence of two sides of the same coin ‐ will be analyzed using framing theory, which is based on media research that complex issues are simplified and reduced in order to improve understanding. An innovative technique was applied, analyzing the web‐based social media in Germany. 50,931 web posts were collected in German web discussion forums and weblogs covering 21 issues identified as relevant in the public discourse with regard to the agri‐food sector. All posts were analyzed with quantitative semantic software to characterize the respective framing. The results show that all contentious issues are mainly framed in a two‐sided way. The modern productivity‐driven agrifood industry is judged as a negative development, and trends returning towards a more natural food production are seen as positive.

Suggested Citation

  • Kayser, Maike & Boehm, Justus & 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," 2010 International European Forum, February 8-12, 2010, Innsbruck-Igls, Austria 100587, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi10:100587
    DOI: 10.22004/ag.econ.100587
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/100587/files/42-Kayser-B_hm-Spiller.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.100587?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Other versions of this item:

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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).
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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).
    8. Spiller, Achim & von Meyer-Höfer, Marie & Sonntag, Winnie, 2016. "Gibt es eine Zukunft für die moderne konventionelle Tierhaltung in Nordwesteuropa?," DARE Discussion Papers 1608, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    9. 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).
    10. 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).
    11. 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.
    12. 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.
    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. 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.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:iefi10:100587. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/ilbonde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.