Communicating Sensitive Scientific Issues

Abstract

In demands for transparency in livestock production, how should the industry deal with communicating the sensitive topic of slaughter? This study examined the different effects of livestock slaughter transparency (via video) on slaughter and transparency attitudes based on people’s animal value orientation and the effects on the clarity and comfort of euphemisms. Findings indicated the video increased slaughter acceptance among all animal value orientations. All groups expected a high level of transparency from the industry regardless of the video. With respect to euphemisms, while slaughter was considered clearer, harvest was more comfortable.