Media representation of aquaculture in Sweden

Abstract

Aquaculture is a recurring topic of controversy among public groups, often visible through news media representation. The media is an important source of information and communication that influences and reflects social consensus. Social license to operate is an ongoing concern within aquaculture that impacts development, limiting sustainable and ecological innovation. Aquaculture in Sweden is small, however, a growing interest in cultivating finfish and low trophic species is present. This study conducted a content analysis of media representation of different aquaculture species within Sweden, over a ten-year period, exploring the tones and main topics included within this context. Overall, aquaculture representation is increasing moderately because of articles pertaining to salmon and algae cultivation. Salmon aquaculture was perceived negatively overall, however, a positive discourse is emerging. There was a significant disparity between positive and negative tones among different species, where algae, mussels and low trophic sectors were favored positively. Environmental attributes were the most frequent for every species group and technological aspects are increasing significantly over time. The main topics of discussion included: sustainable potential and benefits of low trophic aquaculture, environmental degradation, and industry development. This research supports the development of local and restorative forms of aquaculture within Sweden, by contributing toward the understanding of the present public perspective.

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