A Beef with Meat : Media and audience framings of environmentally unsustainable production and consumption

The scientists: ‘Meat is bad for the environment’. The Food and Agriculture Organization and the Swedish government authorities: ‘We must remedy this somehow’. All together: ‘Consumers must be informed and educated about this. That way, they can choose what to eat more wisely, and put pressure on politicians and commercial actors’. By making this suggestion together, the scientists and authorities followed the script for how environmental problems are commonly managed: through individualized