A new study is to look at cattle farmers’ attitudes to and perceptions of stories in the media on animal welfare that negatively portray all farmers.
Beef and dairy farmers are being sought to take part in the study, which will take place in the form of face-to-face interviews which will take no more than one hour.
The study is being done as part of a student’s postgraduate project at the University of Edinburgh and he is prepared to travel to farmers who are interested in taking part.
Hypothetical scenarios
During the interview, there will be short accounts of hypothetical scenarios about animal welfare which are based on real media stories.
Farmers will also be asked if seeing certain types of stories in the media affect the way farmers think about animal welfare or how they care for their animals.
The core question in the interviews will basically be whether this type of media coverage is an effective way for the public to try to negotiate farmers’ social licence and what type of effect it might have on farmers and animal welfare in the long term.
The plan is to start interviews in mid to late January and farmers must be over the age of 18 to take part.
For more details or to take part in the study, you can email Duley at s1792916@sms.ed.ac.uk