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

Behavioural reactions to potential hazards are likely to be determined by psychologically derived factors (risk perceptions) as well as rational estimates of risk. Research has shown that risk perception is a complex psychological construct, where different potential hazards are associated with different hazard characteristics. One of the most important determinants of risk perception is knowledge about a given hazard. It is probable that reactions will be determined not only by what is conveyed in the content of risk information but also by other characteristics of the information source. A predominant source of risk information for the public is the media, although there are at present no adequate models available to describe how such risk information is conveyed. If communication with the public on issues of risk is to be effective, then it must take due account of the role and effect of the media. Given that the public is suddenly exposed to a problem by the media in the context of a ‘crisis’, it is possible that polarization of views among the public and scientific community (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 risk information. The focus is food-related hazards: food biotechnology, microbiological hazards, food irradiation, chemicals and pesticide residues, and food additives. The development of a content-analysis schedule, and its subsequent application to 182 newspaper reports referring to food-related hazards, is presented. Correspondence analysis of the resulting data indicated that substantial differences in risk reporting occur for hazards with different perceptual characteristics. Methods of testing derived models of media transmission of risk information against formation of attitudes are discussed.