Original sin or natural order: Dialogical construction of social knowledge of animal production

This research examines the public discussion around animal production in Finland. Applying a dialogical approach to social representations theory, we elucidate the hotly debated nature of animal production by analysing news articles (N = 50) and the related reader-produced comments (N = 1501) in Finnish newspapers. We employed qualitative methods for analysing multivoicedness and dialogue to identify ego–alter pairs constructed in the material in relation to the object of animal production. Four prevalent ego–alter pairs were identified: advocates for animal rights–animal production defenders, producers–consumers, orthodox–unorthodox Christians and provincials–urban dwellers. The study contributes to the study of everyday knowledge by showing how various contradictory understandings of the same topic are generated in public discourse. The research also demonstrates how the theoretical concept of ego–alter embedded in the social representations theory can be empirically utilised in analysing debates in contemporary media environments and to shed light on the dialogical dynamics around the discussions.