DOI: 10.11118/978-80-7701-042-9-0122

FOSTERING SUSTAINABLE ANIMAL PROTECTION THROUGH NETNOGRAPHY: INSIGHTS FROM HUNGARIAN ONLINE DISCOURSES

Szilvia Vetter¹, Evelin Ritó², Anita Paulovics³

¹ Centre for Animal Welfare, University of Veterinary Medicine Budapest

² Department of Administrative Law, Faculty of Law, University of Miskolc

Department of Constitutional Law, Faculty of Law, University of Miskolc

Netnography proved to be an effective method for uncovering authentic, user-driven narratives on animal protection in Hungary. The study reveals that digital communities are not only arenas of emotional expression but also potential agents of cultural change. Emotional engagement – particularly visible in comment threads – emerged as a critical mechanism for internalizing sustainable animal welfare values. A clear opportunity lies in shifting from outrage-driven peaks to sustained, positive storytelling to maintain momentum and foster long-term behavioural change. This research highlights the need for strategic alignment between advocacy campaigns and digital discourse trends, with emphasis on educational content, myth-busting, and interactive participation formats. Future studies may explore cross-cultural netnographies, the role of algorithmic curation, and the longitudinal effects of emotional narratives on sustainable animal welfare behaviour.

Klíčová slova: netnography, animal protection, sustainability, digital discourse, One Welfare

stránky: 122-123, online: 2025