Abstract:
Aquaculture has gained increasing recognition as a key sector contributing to food security, economic development, and environmental sustainability. However, its expansion is influenced by societal perceptions, which are shaped by media representation. This study presents a comparative analysis of media coverage and societal perceptions of aquaculture in Spain and France, with a particular focus on the differing narratives surrounding the trout and salmon industries. By employing content analysis and sentiment classification, we assess how these sectors are portrayed in the media, the key themes associated with them, and the evolution of public discourse over time.
The methodology consists of a systematic media analysis, collecting and categorizing news articles related to aquaculture from national and regional sources. Sentiment classification was conducted to determine the portrayal of aquaculture as positive, neutral, or negative, while thematic content analysis identified key stakeholders, recurring narratives, and dominant concerns in the discourse.
Our findings indicate that in Spain, media coverage of aquaculture has intensified in recent years, with a growing emphasis on sustainability, innovation, and market development. While the perception remains largely positive (48% of articles), there has been an increase in neutral (26%) and negative (27%) portrayals, often linked to environmental concerns and regulatory challenges. In contrast, in France, discussions were more centred on traditional fish farming, particularly trout and salmon production, with a predominance of positive coverage (63%). However, issues such as policy constraints and environmental sustainability were also significant themes.
A notable divergence emerges in the media representation of trout versus salmon. In France, trout farming has been portrayed as a traditional and localized industry, benefiting from strong regional identity and consumer trust. In contrast, salmon aquaculture, particularly in relation to international markets, has faced greater scrutiny regarding environmental impact, disease outbreaks, and regulatory challenges.
In Spain, the commercialization of trout has been positioned as an innovative and growing segment of the market, while salmon remains a dominant but sometimes controversial sector, often linked to broader discussions on global sustainability and competitiveness.
This study highlights the importance of transparent communication and knowledge dissemination in fostering public trust and social acceptability of aquaculture. Understanding how media narratives evolve can inform policy strategies to enhance societal engagement and support the sustainable development of the sector.
Keywords: Aquaculture, media analysis, public perception, sustainability, Spain, France, trout, salmon