Vom guten und schlechten Fleisch

Zur medialen Inszenierung des Lebensmittels in Fleischzeitschriften

Abstract

The paper examines the medial discussions on meat consumption. The analysis of leading Austrian and German newspapers and magazines and so-called Meat Magazines between 2009 and 2014 shows increased insecurity about food and especially meat. Based on the food regime theory with its categories of ‘food from nowhere’ and ‘food from somewhere’, the paper examines various journalistic and medial strategies (referring for example to animal
welfare or health) to manage consumer’s insecurity and to present meat as preferred and safe food.