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Media risk communication -- what was said by whom and how was it interpreted

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  • Mary McCarthy
  • Mary Brennan
  • Martine De Boer
  • Christopher Ritson

Abstract

The purpose of this paper is to provide some insight into the level and type of media coverage that food risks received and consider the translation of press releases into media articles. Past scientific messages dealing with two food risks ( Salmonella and Genetically Modified (GM) potatoes) were collected from various Irish media sources over a defined period. In addition, press releases and helpline data were collected. All data pieces were subsequently coded. Based on the audit it is clear that island of Ireland journalists are generally balanced with regard to their reporting on Salmonella . In most cases where press releases could be linked to the newspaper articles, the press release was represented fairly accurately. This brings into clear focus the need by those issuing press releases to be very clear on the meaning of their message. Journalists are using the press releases as the basis for articles therefore vague terms and overemphasis on a particular finding can result in what may appear as a sensational article. In the case of GMs more sensational hooks were used to draw attention to the articles. Thus communicators need to be aware of the characteristics of the risk they are communicating about when designing and delivering a risk message.

Suggested Citation

  • Mary McCarthy & Mary Brennan & Martine De Boer & Christopher Ritson, 2008. "Media risk communication -- what was said by whom and how was it interpreted," Journal of Risk Research, Taylor & Francis Journals, vol. 11(3), pages 375-394, April.
    • Handle: RePEc:taf:jriskr:v:11:y:2008:i:3:p:375-394
    DOI: 10.1080/13669870701566599
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    Cited by:

    1. Barbara Tiozzo & Anna Pinto & Federico Neresini & Stefano Sbalchiero & Nicoletta Parise & Mirko Ruzza & Licia Ravarotto, 2019. "Food risk communication: analysis of the media coverage of food risk on Italian online daily newspapers," Quality & Quantity: International Journal of Methodology, Springer, vol. 53(6), pages 2843-2866, November.
    2. McCarthy, Mary & Brennan, Mary, 2009. "Food risk communication: Some of the problems and issues faced by communicators on the Island of Ireland (IOI)," Food Policy, Elsevier, vol. 34(6), pages 549-556, December.
    3. Rutsaert, Pieter & Pieniak, Zuzanna & Regan, Áine & McConnon, Áine & Kuttschreuter, Margôt & Lores, Mònica & Lozano, Natàlia & Guzzon, Antonella & Santare, Dace & Verbeke, Wim, 2014. "Social media as a useful tool in food risk and benefit communication? A strategic orientation approach," Food Policy, Elsevier, vol. 46(C), pages 84-93.

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