Exploring discourse coalition-building in the press: The megafarms controversy in Spain

Animal agriculture is at the centre of political and social debate due to its negative environmental, ethical, and social impacts. This article analyses the public controversy triggered by the “Less Meat, More Life” campaign launched by the Spanish Ministry of Consumer Affairs to raise awareness about meat consumption and megafarms. Using Discourse Network Analysis (DNA), the study examines how actors competed to shape the dominant interpretation of megafarming in Spanish mainstream media as a result of this campaign. By analysing 270 press articles from 10 Spanish newspapers, the study maps the coalitions of actors that emerged in public discourse, the main arguments they advanced, and how they sought to influence the framing of the debate. The findings reveal the presence of both critical and supportive coalitions, with the former being more prominent and diverse. The study also finds that political and economic arguments dominated the debate, rather than those related to environmental impacts or animal ethics. This debate reflects imbalances in media visibility, which depends not only on journalistic filtering but also on the capacity and power of the actors involved to defend their interests. This research contributes to interdisciplinary studies of communication by showing that the construction of a media-driven social debate involves both journalism and public relations.