“…Our novel application of SARF to selective meat-eating is predicated on three fundamental assumptions: First, that dietary decisions, including selective eating, are influenced by risk perceptions (Douglas 1996;Fischler 2002Fischler , 2015 who both argue, from an anthropological standpoint, that each society has a unique risk portfolio encompassing ideas around dangers inherent in particular foods and food practices constituting a cultural dimension, and, in Fischler's case, that anxieties around food can be strongly connected with loss of ownership of processes and practices in consumer society (Fischler 2002). The influence of risk perceptions is evidenced most acutely in the context of food scares, for example during the bovine spongiform encephalopathy (BSE) crisis (Eldridge and Reilly 2003) when risk from infection of variant Creutzfeldt-Jakob disease, an incurable, terminal brain disorder, led to a dramatic fall in the consumption of beef, and also notably around genetically modified foods (Bardin et al 2017;Gaskell et al 2004;Horlick-Jones et al 2007). Second, that media framing is influential in opinion formation (Berinsky andKinder 2006, Marks et al 2007), including a rich domain of research around the precise effects of media content on audience behaviour (McCombs 2014).…”