A Risky Business? Climate Change and Meat Reduction in Aotearoa New Zealand. A Media Framing Analysis

The reduction of red meat in high-income countries is an impactful climate action and necessary to balance the projected growth of meat consumption in middle-income countries. Aotearoa New Zealand (herein Aotearoa) is a high-income country with elevated per capita greenhouse gas emissions. This research presents a media framing analysis of 58 news media stories on meat reduction as a climate action. It illuminates how arguments are constructed rhetorically and debates about meat reduction made convincing. Within Aotearoa media, a “risk” frame has been adopted for both pro meat reduction and anti-meat reduction positions. Arguments favoring reduction considered the risks of meat consumption to both human health and ecological systems. Arguments against meat reduction focused on risks to humans, relying on nutritional science to support claims. Both positions emphasized individual action and responsibility, presenting dietary “choice” as the foremost way to manage risk. In doing so, structural changes such as government policy change or food regulation were de-emphasized.