Vigors Belinda
Scotland's Rural College (SRUC), West Mains Road, Edinburgh EH9 3RG, UK.
Animals (Basel). 2019 Apr 4;9(4):147. doi: 10.3390/ani9040147.
Human perception can depend on how an individual frames information in thought and how information is framed in communication. For example, framing something positively, instead of negatively, can change an individual's response. This is of relevance to 'positive animal welfare', which places greater emphasis on farm animals being provided with opportunities for positive experiences. However, little is known about how this framing of animal welfare may influence the perception of key animal welfare stakeholders. Through a qualitative interview study with farmers and citizens, undertaken in Scotland, UK, this paper explores what positive animal welfare evokes to these key welfare stakeholders and highlights the implications of such internal frames for effectively communicating positive welfare in society. Results indicate that citizens make sense of positive welfare by contrasting positive and negative aspects of welfare, and thus frame it as animals having 'positive experiences' or being 'free from negative experiences'. Farmers draw from their existing frames of animal welfare to frame positive welfare as 'good husbandry', 'proactive welfare improvement' or the 'animal's point of view'. Implications of such internal frames (e.g., the triggering of 'negative welfare' associations by the word 'positive') for the effective communication of positive welfare are also presented.
人类的认知可能取决于个体在思维中如何构建信息，以及信息在交流中是如何被构建的。例如，将某事物以积极而非消极的方式构建，可能会改变个体的反应。这与“积极动物福利”相关，“积极动物福利”更加强调为农场动物提供获得积极体验的机会。然而，对于这种动物福利的构建方式如何影响关键动物福利利益相关者的认知，我们知之甚少。通过在英国苏格兰对农民和市民进行的定性访谈研究，本文探讨了积极动物福利对这些关键福利利益相关者唤起了什么，并强调了这种内在构建方式对于在社会中有效传达积极福利的意义。结果表明，市民通过对比福利的积极和消极方面来理解积极福利，因此将其构建为动物有“积极体验”或“没有消极体验”。农民从他们现有的动物福利框架出发，将积极福利构建为“良好饲养管理”、“积极的福利改善”或“动物视角”。本文还呈现了这种内在构建方式（例如，“积极”一词引发“消极福利”联想）对有效传达积极福利的影响。
