The issue about the calf puller seems a bounded and straightforward policy problem, with a clear responsibility for the Secretary of State and only two possible solutions: enforcing the law, or changing the law. Still, we find that the public debate, both in the media and the political arena, extends far beyond this matter and is part of a wider controversy about the legitimacy and sustainability of agro-food systems in the Netherlands that involves conflicting values and identities. This controversy is driven by a combination of high and diverse stakes in the sector, complex interdependencies in the agro-food system, and a high involvement of farmers, citizens, and consumers on social media. back to Table of Contents Social Media Dynamics in the Network Society: the wider societal and scientific relevance The case of social media dynamics in agro-food governance reflects how important interactive, internet-based media are in today's network society. The network society describes the social, political, economic and cultural transformations driven by the rise of interactive, internet-based media (Castells, 2011). The relation between advancements of information and communication technologies and societal transformations is paradoxical, and reflects the dual role of social media in the governance of wicked problems. On the one hand, ICT's enable people to communicate across time and space and have led to greater interconnectedness among people (Dijk, 2006). On the other hand, there seems to be a growing physical and perceptual distance between consumers and producers and between citizens and governing bodies (Hajer, 2010; Klijn & Koppenjan, 2015). Hence, while the people on this planet are becoming increasingly interconnected, the increased interdependencies among distant actors or epistemic communities also generates societal struggles (as can be witnessed by the rise of nationalism, protectionism, and xenophobia in today's globalized world). This is problematic because the growing economic, cultural and environmental interdependencies generate new societal challenges, such as climate change, food security and other sustainability issues, that require some sort of collective action among distant actors. The success of such collective action, depends on the communication processes between these actors, which in turn increasingly depends on mediated and mediatized ICT environments, such as social media. Social media thus seem to form not only a driving factor that transforms socio-political relations and leads to new societal challenges, but also form an important new playing field where power in the network society is enacted and the governance of wicked problems takes place (Klijn & Koppenjan, 2015). Moreover, social media not just form an additional place for public debate next to news media and the political arena, but reate a new public space in which interpersonal communication, organizational communication, political communication and mass communication converge. In this new space, actors operate according a ...