Animal Studies Commons^™

How Much Transparency Is Too Much? A Moment-To-Moment Analysis Of Viewer Comfort In Response To Animal Slaughter Videos, Troy G. Tarpley, Laura Morgan Fischer, Garrett M. Steede, R. Glenn Cummins, Amber Mccord

Journal of Applied Communications

The Glass Walls project is a series of videos created by the American Meat Institute that works to create increased transparency regarding agricultural industry practices surrounding animal slaughter and carcass fabrication. To assess the impact of the increased transparency presented in these videos, this study examined consumer response to sampled portions of these videos using a novel measurement approach to agricultural communications, continuous response measurement or “dial testing.” Two samples of college students who differed in their level of agricultural involvement provided continuous ratings of perceived comfort while viewing the two videos. Findings indicated that participants with higher agricultural involvement …