Pigs and Pathogens: “Swine Flu” as a Boundary Object for Animal Rights and Farming Discourses

Abstract

This paper considers the ways in which discourse around the 2009 Swine Flu outbreak reflects differences in framing and symbolic boundary negotiation amongst animal rights organizations, small scale farming advocates and meat industry representatives. Frame analysis shows how “Swine Flu” is treated as a “boundary object” to negotiate its significance and meaning for human and non-animal health writ large. The ambiguity of the virus’ origins, who was responsible, and who should care allowed Swine Flu to emerge as a boundary object for stakeholders to negotiate within public health discourse. Thematic analysis identified six separate frames, revealing patterns of meaning-making by animal rights organizations (AROs), farm-to-table groups, and meat industry networks. Frame use illustrates how Swine Flu was situated by competing stakeholders to reinforce a network of boundaries. Future directions consider the applicability of frames to understand boundary processes during COVID-19.