LAUSR

Abstract In Canada, Atlantic salmon (S. salar) aquaculture has been growing rapidly and is consistently being promoted for its potential to support economic growth and employment opportunities, particularly in rural communities. However, salmon aquaculture is a controversial topic, making acquiring and maintaining social acceptance an enduring challenge. The factors that drive the acceptability of aquaculture by neighbouring communities and wider society are poorly understood and are influenced by local settings. This research investigated how salmon aquaculture has been portrayed in the media in Atlantic Canada over a 15-year time frame to explore potential factors influencing the social acceptability of salmon aquaculture in Atlantic Canada. Results highlight that perceived environmental risks were major factors influencing the portrayal of aquaculture by the media, while social and economic risks to local communities were also prominent. Comparing regions found differences in the tone in which aquaculture was portrayed, despite little difference in the topics discussed in the media. These findings suggest that acceptance may be affected by the age of the industry as areas with a longer history of aquaculture encounter less negative media. These findings may help bring to light the most relevant and prominent concerns that drive social acceptance of salmon aquaculture in Atlantic Canada, and how the surrounding communities may be affected by such government policies and decisions.