Did public risk perspectives of mad cow disease reflect media representations and actual outcomes?

The first confirmed Canadian case of bovine spongiform encephalopathy (BSE) was reported to the general public on 20 May 2003 and received considerable media coverage. A random-digit dialled telephone survey of 1207 people in Alberta, Canada, was conducted in spring 2007 to better understand public perspectives on the resulting economic concerns and effects on farming. Comparisons to other risk events and concerns about the overall risk were also examined. Respondents acknowledged BSE to be an economic risk, especially to cattle producers. Health risks were of little concern, especially in comparison to other relevant risk events such as severe acute respiratory syndrome (SARS) and the BSE crisis in Britain. However, the risk of BSE was perceived as more dangerous should a domestically attributed case of variant Creutzfeldt-Jakob disease (vCJD) (the human form of the disease) occur. The social amplification of risk framework (SARF) was extended to demonstrate that the discovery of BSE in Alberta led to neither an amplification nor attenuation of risk. Rather, risk management strategies employed in Alberta led to a mirroring of media representations and public perceptions of the risk. This unusual situation is in part due to the social and cultural context of the discovery of BSE in Alberta, including the history and pride of beef production in Alberta, how the risk was anchored, and a trust in government fostered by the media. This research also demonstrated how the application and interpretation of SARF is dependent on the comparative value used to assess whether amplification or attenuation has occurred.