Social media as a useful tool in food risk and benefit communication? A strategic orientation approach |
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| Institution: | 1. Ghent University, Department of Agricultural Economics, B-9000 Ghent, Belgium;2. International Rice Research Institute (IRRI), Los Baños, Laguna, Philippines;3. University College Dublin, School of Public Health, Physiotherapy & Population Science, Dublin 4, Ireland;4. University of Twente, Department Psychology of Conflict, Risk and Safety, NL-7500 AE Enschede, The Netherlands;5. Universitat Rovira i Virgili, Dept. Communication Studies, Tarragona 43002, Spain;6. Hylobates Consulting Srl, Rome, Italy;7. Assessment and Registration Agency, Food & Veterinary Service, Riga, Latvia;1. University of Antwerp, Faculty of Social Sciences, Dept. of Communication Sciences, Antwerp, Belgium;2. University of Antwerp, Faculty of Medicine and Health Sciences, Family Medicine and Population Health, Antwerp, Belgium;3. Tilburg University, Tilburg School of Humanities and Digital Sciences, Tilburg Center for Cognition and Communication, Tilburg, the Netherlands;1. Urban Informatics Research Lab., Queensland University of Technology, Kelvin Grove, QLD 4059, Australia;2. School of Journalism and Communication, University of Queensland, St Lucia, QLD 4072, Australia;1. University of Chicago Booth School of Business, USA;2. Stanford University, Department of Psychology, USA;3. University of Michigan School of Information, USA;4. Stanford University, Department of Computer Science and Department of Linguistics, USA;1. Department of Agricultural Economics, Ghent University, Coupure Links 653, Ghent 9000, Belgium;2. Department of Finance, China Women''s University, Beijing 100101, China;1. Alliance Manchester Business School, University of Manchester, UK;2. SMART Infrastructure Facility, Faculty of Engineering and Information Sciences, University of Wollongong, NSW 2522, Australia;3. Hull University Business School, University of Hull, Hull, UK |
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| Abstract: | Although considerable progress has been made in understanding the determinants of risk perception and in identifying the necessary components of effective food risk and benefit communication, this has not been matched with the development of efficient and appropriate communication tools. Little work has been done examining the implications of the explosion of new media and web technologies, which may offer potential for improving food risk and benefit communication. First, this study examines the views of stakeholders (n = 38) and experts (n = 33) in the food domain on the potential use of these emerging media for food risk/benefit communication. Based on in-depth interviews in six European countries (Belgium, Ireland, Italy, Latvia, Spain and The Netherlands), strengths, weaknesses, opportunities and threats (SWOT) of social media in food risk and benefit communication were identified. Second, a Strategic Orientation Round (SOR) was used to evaluate the relative importance of the SWOT components according to stakeholders (n = 10) and experts (n = 13). Results show that both stakeholders and experts confirm a future role of social media in food risk and benefit communication. Strengths as speed, accessibility and interaction make social media an interesting tool in crisis communication or issue awareness raising. Weaknesses as the lack of a filter, low trust, the risk of information overload and a communication preference for traditional media are acknowledged. |
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| Keywords: | Benefit Communication Expert Food Risk Social media Stakeholder SWOT |
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