Modelling the media: the transmission of risk information in the British quality press

Behavioural reactions to potential hazards are likely to bedetermined by psychologically derived factors (risk perceptions)as well as rational estimates of risk .Research has shown thatrisk perception is a complex psychological construct, wheredifferent potential hazards are associated with different hazardcharacteristics. One of the most important determinants of risk perception isknowledge about a given hazard. It is probable that reactionswill be determined not only by what is conveyed in the contentof risk information but also by other characteristics of theinformation source. A predominant source of risk informationfor the public is the media, although there are at present noadequate models available to describe how such risk informationis conveyed. If communication with the public on issues of riskis to be effective, then it must take due account of the roleand effect of the media. Given that the public is suddenly exposedto a problem by the media in the context of a 'crisis', it ispossible that polarization of views among the public and scientificcommunity (and other interested parties, such as pressure groups)will take place, often on the basis of inadequate data. This research examines how the British press communicate riskinformation. The focus is food-related hazards: food biotechnology,microbiological hazards, food irradiation, chemicals and pesticideresidues, and food additives. The development of a content-analysisschedule, and its subsequent application to 182 newspaper reportsrefemng to food-related hazards, is presented. Correspondenceanalysis of the resulting data indicated that substantial differencesin risk reporting occurs for hazards with different perceptualcharacteristics. Methods of testing derived models of mediatransmission of risk information against formation of attitudesare discussed.