Water pollution from intensive livestock husbandry is a persistent social-ecological problem. Since remedies require attention to the slurry–water nexus among practitioners, the agricultural press is a strategic entry point for agenda setting. Systematic content analysis can provide insights into how farming practices and sustainability issues are communicated, which may influence farmers’ attention to the issue and to potential solutions. To address this question, we present a semantic network analysis of three specialized farming magazines in Germany and analyze their coverage of the slurry–water nexus, in particular relationships of actors and issues and co-occurrence with political events. We used text mining methods in order to analyze a text corpus consisting of 4227 online articles published between 2010 and 2020. Results show that one fifth of all slurry-themed articles contained water-related content. We found a shift over time from dominantly management-oriented content towards a politicized debate with more actors and stronger semantic relationships with water protection constructed as an insulated stand-alone issue. This is accompanied by a shift from thematic reporting to episodic reporting focused on environmental legislation and compliance management. This implies less attention to innovations for water-conserving slurry management. Despite its shortcomings, episodic coverage may open up windows of opportunity to improve communication by experts and policy makers.

The rapid transition of livestock husbandry in the 20th century involved a broad adoption of slurry-based livestock housing systems that resulted in farm economic benefits, but also in societal debate related to the environment and animal welfare. In this article, we apply the method of topic modeling to four major German newspapers to identify thematic emphases and changes in coverage around “slurry”. We considered more than 2300 articles published between 1971 and 2020. Our results show that reporting encompasses economic, environmental, and social topics in which slurry is represented mostly critically (“poisonous substance”), occasionally neutrally (“scent of countryside”), or rarely positively (“input for the bioeconomy”). Three meta-themes overarch the majority of issues and reflect public discourse on agriculture: (i) the dichotomy of agricultural industrialization and family farming; (ii) contrasting actualities of factory farming and animal welfare; and (iii) the responsibility of policy for the emergence, existence and solution of livestock and slurry-related problems. A more balanced recognition of mutual values and constraints by the media could contribute to a discursive reconciliation of public and private interests.

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