[Norwegian newspapers' presentation of Salmonella].

BACKGROUND

Compared to other microbes, Salmonella gets rather frequent coverage in Norwegian newspapers.

METHODS

This article reports a qualitative content analysis of three Norwegian newspapers' coverage of Salmonella in the period January 1996 to July 1998. We focus on aspects of the "risk image" given to Salmonella, with special emphasis on the type of solutions or measures that are associated with the Salmonella problem.

RESULTS

The analysis shows that when a newspaper defines Salmonella as a potential risk in Norway, the responsibility and relevant solutions are placed mainly at the political and to some extent at the central administrative level. When Salmonella is defined as a current risk, there seems to be a shift to central and individual levels. With individual solutions the responsibility for Salmonella illness is placed at the consumers and their personal and food hygiene, and a relevant measure seems to be to educate the consumers to cope with the Salmonella risk themselves.

INTERPRETATION

In Norway, Salmonella is a minor health problem compared to other countries. With the ongoing harmonisation between Norwegian and EU regulations, the Salmonella situation may change, and the relevant solutions may then imply a transfer of the responsibility for health to the individual. This raises the question of whether solutions based on individuals bearing responsibility for their personal health are desirable when it comes to such aspects as food, microbes and related risks.