What’s in my mince? Reader responses to news coverage about novel plant-based protein foods

Abstract

Plant-based protein products have recently become more prominent on Australian supermarket shelves. However, despite rapidly increasing interest in meat-free or reduced-meat diets, limited research has explored responses toward these foods. Our research analyses Facebook comments (n = 1384) in response to two ABC News articles that covered the Australian launch of Naturli’s “Minced” product in 2018. Our qualitative analysis generated seven main themes, with comments relatively evenly split between self-declared meat consumers and those who did not eat meat. Our analysis shows that social media comments can provide real-time access to what we term “critical moments” in ongoing debates as well as values, in this case related to meat and meat alternatives. Hence people’s views on contentious topics relating to food are more robust and less open to persuasion than political and industry actors might hope or expect, and alternatives to use of framing approaches are required for any media analysis in domains where conflict is present.