Perceptions of dairy farms on the environment: a content analysis of comments on TikTok
dairy industry, environmental impact, public perception, social media
This study examined the public perceptions of dairy farms on the environment by examining comments to a TikTok video, which presented a claim that the dairy industry has had a decrease in its environmental impact. A content analysis was conducted with initial and secondary evaluations, finding 5 broad categories which included positive and negative perceptions of the dairy industry, as well as a further 6 themes comprised of informative, clarification, blaming humans, veganism, critical, and education. The most common theme was informative, encompassing 38% of the relevant comments. The findings indicated proficient use of scientific research, and critical considerations of the video, and reflected the biases and influences found in social media and popular culture.
Presented on April 20, 2023 at Student Research Day held at MacEwan University in Edmonton, Alberta.
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