Im Streit um die Nutztierhaltung: Gesellschaftsorientierte Kommunikationsstrategien für die Agrar- und Ernährungswirtschaft

Farmers as well as the agricultural and food industry are confronted with increasingly diverse social re-quirements regarding livestock farming. In this con-text, there are environmental and climate protection concerns, but especially the living conditions of the animals are criticized. In addition to the questions of how animal husbandry systems should be developed and how this can be financed, different commu-nicative levels of discussion can be observed. So far, there has been little systematic research concern-ing the question which communication strategies might be successful. This research gap is addressed in this conceptual paper. Communication strategies from the literature are systematized in a new conceptual way and are illustrated and discussed using practical examples from the agricultural and food industry. Furthermore, practical support is given to choose, apply and evaluate socially oriented communication strategies. This includes a stronger consideration of dialogue-oriented communication processes that combine elements of trust marketing and value discourses.