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

Jose A. Moreno, Estela M. Díaz, Berta M. Fidalgo, Department of Information and Communication, Faculty of Information and Communication Sciences, Universidad de Extremadura, Department of Management, Faculty of Economics and Business Studies, Universidad Pontificia Comillas, Department of Sociology, Faculty of Economics and Business, Universitat de Barcelona

Public Relations Inquiry

Published online on June 17, 2026

Abstract

Public Relations Inquiry, Ahead of Print.
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 ...