What the people want and what they get: Informational needs and media usage

• In Event: Bad Food Requires Good PR: Crisis Communication and the Food Industry

Abstract

Since March of 2008, melamine contamination of powdered milk in mainland China has caused over 290,000 illnesses in infants and at least six infant deaths (Chung-yan, 2008). Food safety, and food events with crisis potential such as the melamine case, has increasingly become a critical issue. While there is a significant body of research describing the components of successful warning messages within the context of a natural disaster and how different audiences respond to those messages (Mileti & Peek, 2000; Mileti & Sorenson, 1990), little studied are food-related crises and crisis communication. Even less studied are food-related crises outside the U.S. and the informational needs of and media usage by the public. In this study, we conducted a survey with 200 Chinese adults using an instrument containing a series of measures designed to assess informational needs, media usage, and perceived usefulness of the information. Findings suggest that media infrastructures and changing technologies play a significant role in media usage and perceived usefulness. Additionally, cultural contexts may significantly affect other media needs and uses.

Authors

• Julie Novak, Wayne State Univ

• Min Liu, Southern Illinois University, Edwardsville

• Sung Mi Han, Wayne State University