A Meat Paradox: Media's Role in Mitigating the Omnivore's Dilemma

<p>The purpose of this research is to identify and understand media’s role in meat consumption and a disassociation of meat and its animal of origin. This study questions consumer behavior based on media portrayals of meat products as well as how consumers perceive these portrayals, meat consumption patterns based on media and family influence, and the types and levels of satisfaction (ex: self-esteem or masculinity) consumers receive from meat products.</p> <p>A quantitative research approach was proposed for this study. The primary research method was a survey among students, faculty and staff at The University of Southern Mississippi. A total of 366 participants completed an online questionnaire concerning media and food consumption behaviors. Results revealed that, overall, individuals who spend more time watching television and video streaming are more likely to see meat products in media, less likely to associate meat with its animal of origin and tend to eat more meat. Results also revealed that media exposure is not related to how recipients view meat as social and self-esteem requirements or desires. However, there was a strong, positive correlation between family and culture influence over meat consumption, culture meaning the mainstream beliefs and cultures of individuals. There was not a significant difference in results based on sex.</p>

Name thesis:degree_name

Master of Arts (MA)

Level thesis:degree_level

Masters Thesis

Discipline thesis:degree_discipline

Mass Communication and Journalism

Year dc:date.available

2018

Author dc:creator

• Lewis, Karyn Camille

Contributors dc:contributor

• Fei Xue
• Lindsey Maxwell
• Heidi Lyn

• cultivation theory
• meat paradox
• mississippi
• consumption
• mass media
• psychology
• Agricultural and Resource Economics
• Arts and Humanities
• Communication
• Film and Media Studies
• Philosophy
• Political Science
• Social and Behavioral Sciences

Repository record dc:identifier

https://aquila.usm.edu/masters_theses/337

OAI identifier oai:identifier

oai:aquila.usm.edu:masters_theses-1411