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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Pre-print #33, July-December 2021


Araceli Castelló-Martínez Universidad de Alicante, España
Title Animal welfare as a central theme of digital communication in the food sector: meat and dairy subsectors Summary Today’s consumer, increasingly concerned about healthy and quality eating, demands transparency from food companies and insists that they respect the conditions in which animals are raised, a concept known as animal welfare. Certifications such as AENOR recognise good food, housing, health and the animal’s proper behaviour. The main goal of this study is to analyse the communication of animal welfare in digital spaces such as websites and social networks by the main Spanish meat and dairy food brands. A quantitative/qualitative analysis of publications by 21 brands during 2019 and the first half of 2020 has been carried out considering four dimensions –certification, dissemination, audience & interaction and creative strategy–. Results attest to the presence of animal welfare as a central theme of communication in the creative digital communication strategies of brands in the meat and dairy subsectors. These hybrid messages merge their commercial message with the brand’s commitment to respond to social and cultural tensions and encourage user interaction and participation, a characteristic intrinsic to digital communication. Keywords Animal welfare; social networks; creative strategy; digital communication; food.

Edita: Universidad CEU San Pablo

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