Media Discourse on Sustainable Food Consumption in Austria and Czechia

Abstract

The necessity of a transition to a more sustainable food system is widely recognised, but the path that should be taken to achieve this is strongly contested. In 2020 the European Commission published the Farm to Fork Strategy, a policy framework which has the aim of facilitating the transition to a more sustainable food system in the European Union. Since its publication, it has however faced mounting opposition and consequently there are growing concerns that the original promise of the Strategy will be watered down. In light of the need to build and maintain support for the Farm to Fork Strategy throughout the EU, a deeper understanding of the media discourse on this issue can provide important insights for policymakers and campaigners. There is, however, little research on the media discourse on sustainability, and even less on sustainable food systems. Using Austria and Czechia as case studies, this thesis investigates the media discourse on sustainable food systems in the European Union. My findings demonstrate that while there are many similarities in the reporting, there are also important differences in the content of the media coverage between the two countries. Furthermore, I find that frames which emphasise the role of the market in addressing sustainability issues are dominant in the coverage...