Backlash against Meat Curtailment Policies in online discourse: Populism as a missing link

Given overwhelming evidence that current levels of meat consumption jeopardize human and planetary health, there is a need for governmental action to reduce meat consumption (i.e., Meat Curtailment Policies, or MCPs). However, few such policies are actually being implemented, in part due to fear of backlash. Better understanding the ideological underpinning of backlash is thus crucial for designing strategies that can further the much needed transition towards more plant-based diets. To address this issue, this study unravels the diverse ideological notions informing backlash in discourse against MCPs. Data consists of three news articles in right-wing publications and over 2700 corresponding comments, posted on Facebook in response to policy proposals to reduce animal protein consumption in the Netherlands. Analysis of the data is based on a framework for ideological discourse analysis, which enables the identification of ideological notions through recognizing semantic and formal structures in text. The research reveals that next to the well documented notions related to neoliberalism (e.g., freedom of choice) and carnism (e.g., meat is normal), populist notions are a significant ideological basis of backlash. In addition, ideological notions related to populism, such as anti-elitism, are interlocked with carnism and neoliberalism. The analysis contributes to a better understanding of the socio-political nature of backlash against MCPs. It suggests that while notions related to carnism can explain how people justify their meat consumption, such notions are only partly relevant for explaining resistance to MCPs. Such resistance is not just an individual response, but a theme around which groups of people converge, through shared ideologies.