Verbeke W, Viaene J, Guiot O
Department Agricultural Economics, University of Ghent, Belgium.
J Health Commun. 1999 Oct-Dec;4(4):345-57. doi: 10.1080/108107399126869.
This article focuses on the impact of mass media meat-health information on consumer perception, attitude, and behavior toward fresh meat in Belgium. In a situation similar to that which occurred in most other European countries, Belgian fresh meat consumption fell considerably during 1995-1999. A multitude of messages linking meat consumption to human health risks were reported by mass media. Bovine Spongiform Encephalopathy (BSE) since 1996 and dioxin in 1999 constituted the major issues. Empirical research, conducted in April 1998, revealed the tremendous negative impact of mass media coverage of meat-health issues on consumer risk perception, health concern, and attitude and behavior toward fresh meat. Oppositely, personal communication through butchers had only a small effect on consumer decision-making in this era dominated by alarming meat-health press. Implications are threefold. First, mass media should be aware of its social responsibilities, which include spreading reliable and correct information to the society. This is especially the case as human health risks are involved. Second, the meat industry urgently needs to reorient itself toward quality, safety, and transparency. Finally, future communication dealing with similar crises situations requires cooperation across the meat chain, government, and those who are responsible for public health promotion and communication.
本文聚焦于大众媒体的肉类健康信息对比利时消费者对鲜肉的认知、态度和行为的影响。在与大多数其他欧洲国家类似的情况下，1995年至1999年期间比利时的鲜肉消费量大幅下降。大众媒体报道了大量将肉类消费与人类健康风险联系起来的信息。自1996年以来的牛海绵状脑病（疯牛病）和1999年的二噁英构成了主要问题。1998年4月进行的实证研究表明，大众媒体对肉类健康问题的报道对消费者的风险认知、健康担忧以及对鲜肉的态度和行为产生了巨大的负面影响。相反，在这个被令人担忧的肉类健康新闻主导的时代，通过肉店老板进行的人际传播对消费者决策的影响很小。其影响有三个方面。第一，大众媒体应意识到其社会责任，其中包括向社会传播可靠和正确的信息。在涉及人类健康风险的情况下尤其如此。第二，肉类行业迫切需要朝着质量、安全和透明度的方向重新定位。最后，未来应对类似危机情况的传播需要肉类产业链、政府以及负责促进和传播公共卫生的各方之间的合作。
