1. A pinch of the personal, a cupful of trusted celebrity (meta-frame) & careful measures of heavy and light Social media strategies to encourage the body politic to engage with sustainable and other hot button issues Judy Friedlander, Institute for Sustainable Futures, University of Technology Sydney

3. Agenda-setting theory : Agenda setting studies point to the correlation between prominent media coverage and issue priorities and frames (McCombs & Valenzuela, 2007)

5. Reporting of meat’s environmental impacts * Australian study (Friedlander, Riedy & Bonfiglioli, 2014): five years of leading Australian newspapers: Less than 1% of climate change stories relate to meat/livestock Coding list: Meat, cattle, sheep, livestock, beef & cows Most common frames: Animal welfare, the economy & food US study (Neff et al., 2009): 16 leading US newspapers (2005 to 2008) found that of 4582 “climate change” articles, only 2.4% mentioned food or agriculture, with 0.5% mentioning food animal contributions.

6. Why meat as an environmental issue? Environmental impacts Greenhouse gas emissions High levels of water use High levels of phosphorous Biodiversity Health impacts with high consumption Heart disease Cancer implications Animal welfare issues

9. Social media strategies for raising the agenda of an inconvenient message Using the conflict frame strategically The value of the “good news story” and humour in “selling” the environment The value of the visual pun The importance of the “meta-frame” prominent individual, celebrity or institution as a cultural intermediary in helping to meld, connect and engage a larger collective aligned with a cause; and Incorporating “larger than self” intrinsic values in the promotion of environmental messaging

10. Insert small image of echo effect Muffling the echo effect: Connective and Collective Action Agenda melding

11. Umbrella or meta-frames or cultural intermediaries can connect and build a larger collective These meta-frames incorporate different complementary messages or frames

12. Jamie Oliver’s organization, brand or name achieved the greatest success in the 2015 Meat Free Week campaign in likes and total engagement on Facebook and Instagram Most popular posts incorporated multiple messages on food, health, animal welfare & the environment The celebrity chef’s meta-frame may enable different audiences to engage with the meat reduction message and play a vital role in creating a larger collective: “I like a nice steak or a roast chicken. But I like my veggies too. I think it is a good idea and healthy!! Makes a nice change” “Tried it… loved it” Academic researchers interested in how social media not only connects but also contributes to a collective identity, and its potential to bring in, meld or enable larger groups and incorporate disengaged individuals, groups and outliers Jamie Oliver as meta-frame/cultural intermediary

13. A value proposition The Common Cause value theory argues that celebrities can reinforce concerns about status and wealth & erode concern for universalism (larger than self) values The “common good celebrity”: An effective vehicle? Research on social media campaigns shows that sending messages that are regarded as intrinsic – that is larger than self or concern for the common good – to participants results in more sustained support & deeper attachment to campaign objectives and individuals (Common Cause Food Values Report, 2015) Barnes’ (2014) research identified Jamie Oliver as the most trusted chef in the United Kingdom through using his celebrity status to “do good”

14. Social media: Symbols & saturation In our media saturated world, we require symbols, metaphors and frames to negotiate meanings Celebrities or high-profile individuals can convey a bricolage of concepts and embody an integration of complex ideas Visual metaphors More convenient messaging…