“Not Woke Food Like Quinoa and Sushi”: Media Analysis of the Public Debate on Ka Ora, Ka Ako the School Lunch Programme

Media framing plays a critical role in shaping public understanding of social policy and public health advocacy. This study explored media and messaging of the Ka Ora, Ka Ako school lunch programme and how the messaging and overall narrative changed overtime in Aotearoa New Zealand news media following the 2023 General Election and proposed funding changes in Budget 2024. A qualitative content analysis of 324 news media articles (November 2023–October 2024) was conducted using framing theory and the Advocacy Coalition Framework. Three dominant coalitions were identified: the Social Justice Alliance, Market Justice Alliance, and Fact Reporters Alliance. While media coverage largely framed Ka Ora, Ka Ako as a beneficial government investment in child wellbeing and health equity, competing frames emphasised fiscal burden, parental responsibility and political deflection. Findings demonstrate the importance of sustained, strategic public health advocacy in shaping media narratives. These findings contribute to the broader understanding of how media may influence public support for health issues, as well as how advocacy can be effective within the current political environment.