The Future Of Meat: A Qualitative Analysis Of Cultured Meat Media Coverage

In this study, the authors explore how the print media in the U.S. and the EU portray stories on the topic of cultured meat (i.e., in vitro or lab grown). There is a discussion on typical themes in news stories on the topic (benefits, livestock production problems, skepticism, etc.) as well as commonly cited sources (most notably proponents of cultured meat, including academics and PETA). Advocates looking to create public acceptance of cultured meat will be interested to know how the media is presenting the issue to consumers.

“This study sought to explore the informational themes and information sources cited by the media to cover stories of cultured meat in both the United States and the European Union. The results indicated that cultured meat news articles in both the United States and the European Union commonly discuss cultured meat in terms of benefits, history, process, time, livestock production problems, and skepticism. Additionally, the information sources commonly cited in the articles included cultured meat researchers, sources from academia, People for the Ethical Treatment of Animals (PETA), New Harvest, Winston Churchill, restaurant owners/chefs, and sources from the opposing countries (e.g. US use some EU sources and vice versa). The implications of this study will allow meat scientists to understand how the media is influencing consumers’ perceptions about the topic, and also allow them to strategize how to shape future communication about cultured meat.”