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Truth, lies and culture wars: Social listening analysis of meat and dairy persuasion narratives
The report identifies two primary misinformation strategies: 'disparage' (78% of cases), which attacks alternative proteins and climate science, and 'enhance' (22%), which promotes animal products through health-washing and greenwashing. It highlights the role of 'misinfluencers'—where 50 accounts drive 50% of total engagement—and examines how these narratives intersect with far-right ideologies and real-world policy debates in the Netherlands and Ireland.
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Document type: Report
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