ABSTRACT
This chapter compares the media coverage of livestock production's contribution to climate change with broader coverage of other livestock-related issues. Specifically, it illustrates how distinctive story-networks emerge, framing the livestock-climate change linkage as either an issue to be addressed through technological innovation, individual lifestyle choices. Finally, it assess whether and how these effects interact with the media to impact how articles frame livestock-climate change issues. The chapter also explores how the media portrayed livestock-climate change connections, it focused most on articles in the climate change theme. The analysis of coverage by general theme reveals that livestock-related articles in the Los Angeles Times from 1999-2010 most commonly focused on human health, followed by animal welfare, environmental impacts, business and technology, workers rights and safety and climate change. Online news articles, readers comments and their integration with social media provides rich future data sources for understanding how media portrayals of livestock and climate change affect public perceptions and attitudes.
