Themes and Tones of Blog Posts about Animal Agriculture and Protein Production

Research on blogs’ role in public relations about animal agriculture production is limited at best. This case study set out to describe the characteristics of selected bloggers’ writing protein-related topics and issues, with a special focus how protein industry was represented, what themes were most common, tonal blog posts were. Researchers used content analysis approach 37 from eight purposively blogs that contained topics. The showed least three types protein—organizational, which included meat organizations as well activist groups seek effect changes industry; professional, entries by experts (such dieticians) representing their own opinions; personal, lifestyle bloggers who not but provided information readers variety In terms themes, four prominent overarching identified coders, including environment, consumption protein, alternative sources, dieting. Tones associated environmental theme mostly negative toward industry. positive sources dieting mixed—both