Abstract

Simple SummaryThe public’s perception of a livestock industry can affect the sustainability of the industry. We used a random telephone survey of the Australian public to examine the effects on public attitudes of an Australian media campaign exposing animal cruelty in live export of sheep by sea. We found no apparent differences between those respondents that completed the survey before or after this media campaign in their concern for sheep or beef cattle welfare, their attitudes to red meat farming, acceptability of the red meat industry or their trust in farmers in the red meat industry. However, prior to the media campaign, respondents believed sheep to be more comfortable when transported by boats than those who completed the survey after the media campaign. While the media coverage was widespread, caution is required in the interpretation of these results as the survey questionnaire did not specifically ask if the respondents had seen the media coverage. Nevertheless, the coverage appears to have had little impact on public attitudes, either because the message itself had little impact or because of lack of exposure to the message.Public perception of livestock industries and consumer trust in farmers can affect consumer behaviour and impact on social license to farm. Coincidental with a large random telephone survey of Australian public attitudes and behaviour towards the red meat industry, a media campaign exposing animal cruelty in live export of sheep by sea, occurred. Data collected from the nationwide survey of the public attitudes immediately before (n = 278 respondents) and after (n = 224 respondents) this media campaign was utilised in the present study to examine the effects of the media campaign on the public. In general, respondents’ attitudes towards the red meat industry were positive. Independent t-tests revealed no significant differences between those respondents that completed the survey before or after the 60 Minutes programme in their concern for sheep or beef cattle welfare, attitudes to red meat farming, acceptability of the red meat industry or their trust in farmers in the red meat industry. However, prior to the media campaign, respondents believed sheep to be more comfortable when transported by boats than did respondents who completed the survey after the media campaign. More respondents after the 60 Minutes programme cited social and internet media as a source of information. Therefore, despite the wide media coverage associated with the 60 Minutes programme, these results indicate little effect on the public’s attitudes towards farm animal welfare and the red meat industry. The significant impacts of the programme were reflected in increased community discussion, increased social media activity and an increase in the perceived importance of conditions aboard boats used for live sheep transport.

Highlights

  • In 2017 the total value of live exported sheep, goat and cattle was $1275 million AUD, makingAustralia one of the world’s largest exporters of live animals [1]

  • This paper investigated the impacts of a large media campaign exposing animal cruelty in live export of sheep on public attitudes and behaviour towards the Australian red meat industry, as assessed by a nationwide survey of the public which, by coincidence, was collecting data immediately prior to and after the event

  • The survey was developed using an iterative process beginning with questionnaires that had been developed by the Animal Welfare Science Centre (AWSC) for a range of livestock industries including the pork, egg and red meat industries

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Summary

Introduction

Australia one of the world’s largest exporters of live animals [1]. Buddle and Bray [3] carried out a systematic analysis of the way in which the media frame farm animal welfare issues in Australia. They identified several themes that the media frequently addressed that were critical of the Australian livestock industries. These included live animal exports and free-range egg labelling. A significant theme of their argument was that such media coverage, in conjunction with active promotion of good animal welfare by retailers, provides a strong basis for increased ethical consumption and improved farm animal welfare

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