How are public perceptions and acceptance of cultured meat influenced by news media framing in Singapore?

Abstract

The production of cultured meat without slaughtering animals represents a significant advancement for the meat industry. Despite cultured meat being commercialized in Singapore, there is limited research examining how media coverage affects public perception and acceptance of it. Through a mixed-methods approach, this study found that Singapore news media primarily centred discourse on Agri-food and research developments relevant to cultured meat, utilising a range of actor, benefit and benefit attribution frames. As these frames holistically conveyed the broad ways that cultured meat could benefit society and individuals, they were the most effective in cultivating positive perceptions towards cultured meat. In contrast, benefit frames underlying discourse on the moral implications of cultured meat greatly accentuated individual-level benefits alongside nationwide advantages, incentivising participants to accept and consume cultured meat. In line with these findings, recommendations to shape communication for further favourability and acceptance of cultured meat are suggested.