Perceptions of Dairy Farms on the Environment

A Content Analysis of Comments on TikTok


  • Sarah Ostapovich MacEwan University



This study examined the public perceptions of dairy farms on the environment by viewing comments to a TikTok video, which presented a claim that the dairy industry has had a decrease in its environmental impact. A content analysis was conducted with initial and secondary evaluations, finding five broad categories, which included positive and negative perceptions of the dairy industry, as well as a further six themes, including informative, clarification, blaming humans, veganism, critical, and education. The most common theme was informative, encompassing 38% of the relevant comments. The findings indicated proficient use of scientific research, critical considerations of the video, and reflected the biases and influences found in social media and popular culture.