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Truth, Lies and Culture Wars: Social Listening Analysis of Meat and Dairy Persuasion Narratives
The report analyzes over 285 million social media posts from June 2022 to July 2023 to identify trends in meat and dairy misinformation. It categorizes misinformation into 'disparage' narratives targeting alternatives and 'enhance' narratives promoting animal products. The study finds that a small number of 'misinfluencers' drive significant engagement, often linking food systems to far-right conspiracy theories like 'The Great Reset'. These narratives are shown to undermine scientific consensus and hinder government efforts to reduce agricultural emissions in countries such as Ireland and the Netherlands.
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Document type: Executive summary