Framing Factory Farming in New Zealand

Abstract

This study uncovers how factory farming is framed in New Zealand. This is accomplished by conducting a frame analysis of publications produced by industry stakeholders and the animal welfare volunteer sector. The study reveals New Zealand industry stakeholders and the animal welfare volunteer sector use three dominant frames known as the commodity/economic, food and traditional welfare frame. Each frame is influenced by the ideology of speciesism. Speciesism is a discriminatory force that uses species membership as the determining criteria whether a being is entitled to basic rights. The frames are deployed to suppress discontent consumers have over factory farming or the use of nonhuman earthlings as a resource. The study also reveals a unique relationship between industry stakeholders and the animal welfare volunteer sector. The relationship is based on the continued supply of income for both sides of the factory farming debate.