Poultry Production Messaging: Frames and Emergent Themes in Three National Newspapers, 1994 to 2014

Abstract

Content analysis was used to assess selected articles (n = 139) from USA Today, the New York Times, and the Wall Street Journal to identify frames and emergent themes about antibiotic and hormone use in poultry production over a 20-year period. Overall, human interest (27.5%), responsibility (21.6%), and conflict (18.7%) were the most frequently used frames. Five emergent themes were evident in the analysis of these articles: Consumers Awareness of and Concern for Antibiotic/Hormone use in Poultry Production (41.0%, n = 57); Role of Antibiotic Use in Poultry Production in Increased Levels of antibiotic-Resistant Bacteria (40.3%, n = 56); Regulation of Antibiotic Use in Poultry Production (36.0%, n = 50); Purpose of Antibiotic/ Hormone use in Poultry Production (32.4%, n = 45); and Transparency of Antibiotic Use Poultry Production Practices (13.7%, n = 19). Recommendations include a stronger focus on understanding and addressing consumer concerns about antibiotic and hormone use in poultry production, increased transparency, and improved relations with media contacts who cover antibiotic and hormone use in poultry production.