The mass consumption of nonhuman animals is a significant contributor to climate change. Yet public awareness remains low globally, posing a barrier to social action. This study analyzes the websites of 22 international, environmental non-governmental organizations to investigate their participation in setting the public agenda through a diagnostic framing of animal agriculture and a prognostic framing of reduced animal consumption. Results show that the majority of websites include messages about animal agriculture’s environmental impact, but do not suggest reduced consumption. Instead, websites propose more “sustainable” or “efficient” means of producing the same foods. Substantial, untapped potential for climate change mitigation remains if those with access to a diverse range of plant-based foods eliminate or drastically reduce consumption of animals. By increasing the salience of this issue on its own agenda, the environmental movement may increase the salience of this issue on the public agenda, leading to significant reductions in animal agriculture’s environmental impact.
Agriculture--Climatic factors; Climatic changes; Climate change mitigation; Communication surveys; Non-Governmental Organizations;
Citation: Pilot Scholars Version (Modified MLA Style)
Galbick, Regina C., "Transportation, Energy, Fossil Fuels: What About Animal Agriculture? Seeking Vegan Advocacy on the Websites of International Environmental NGOs" (2015). Communication Studies Graduate Publications and Presentations. Paper 3.