An interesting opinion piece in Stuff written by Charlie Mitchell examining Dairy NZ’s ‘The Vision is Clear’ campaign.
“These industry-led “movements” risk becoming more effective in the modern media environment, where content of varying degrees of credibility gets mushed together into the digital soup that is social media.
The video announcing The vision is clear, filled with lavish images of lush waterways and people cleaning up beaches, has been seen more than 100,000 times on Facebook.
When combined with the increasingly loud voices of opposing groups such as Greenpeace and Fish & Game it can result in an adversarial frame – an us versus them, two sides mentality – which can override the fact water pollution is a problem with clear causes and solutions.”
Read the whole article here:
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