Perceptions of Dairy Farms on the Environment: A Content Analysis of TikTok Comments

Abstract

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 5 broad categories which included positive and negative perceptions of the dairy industry, as well as a further 6 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.

Faculty Mentor: Dr. Diane Symbaluk