Open Access Te Herenga Waka-Victoria University of Wellington
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Pigs in Cyberspace: A Design and Culture Exploration of NZ Farming

posted on 2022-08-01, 01:28 authored by Madelena Manetto QuickMadelena Manetto Quick

Public concern surrounding agriculture has been growing in the past decade with the rise of factory farming and the decline of independent family farms. Producers have reacted to this concern and desire to learn more about farming practices in various ways. This thesis focuses on understanding how one New Zealand pig farm has taken to social media to present stories of sustainable and ethical farming and uses design research to explore and present alternative narratives.

Using Wairarapa-based Longbush Pork as a case study, the first part of this project includes a narrative and visual analysis of popular social media posts, an online survey of social media followers, and an in-depth interview with the farm owners and operators to understand the stories being presented and how they engage with specific publics. Concentrating on the kind of human-animal relationships that emerge in these narratives and online discussions, the second part of this project uses co-design methods to create new narratives that can be exhibited and shared online for public feedback.

Ultimately, this thesis aims to critically reflect on the way stories of farming are told and understood, and how they can serve to creatively explore public concerns surrounding livestock farming practices.


Copyright Date


Date of Award



Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Design; Culture and Context

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level


Degree Name

Master of Design Innovation

ANZSRC Socio-Economic Outcome code

950205 Visual Communication

ANZSRC Type Of Activity code


Victoria University of Wellington Item Type

Awarded Research Masters Thesis



Victoria University of Wellington School

School of Design


Galloway, Anne