Framing of Mad Cow Media Coverage

Amanda M. Ruth, Emily E. Eubanks, and Ricky Telg

When a case of bovine spongiform encephalopathy (BSE), or mad cow disease, is confirmed, it causes a major impact economically,
socially, culturally, and geographically. Through framing analysis, this study examined the way in which a case of BSE confirmed
in Canada was covered in Canadian and American newspapers. By examining what the major newspapers emphasized, what
sources they used for information on the disease, and the frames used in reporting the outbreak, results indicated a significant difference
between American and Canadian print media coverage surrounding the mad cow outbreak. Specifically, U.S. newspapers primarily
reported the outbreak as posing a high risk to humans, while Canadian newspapers primarily reported the outbreak as a crisis for
the Canadian cattle industry. Overall, the news coverage of the mad cow disease outbreak in May 2003 was negative, potentially causing
uncertainty and fear in Canada and the United States. If journalists cover only agricultural news that is problematic or associated with
risk—like mad cow disease—then it can be expected that consumers will continue to lack accurate knowledge and understanding of agricultural
and food-related issues.

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Amanda M. Ruth (rutha@cofc.edu), an ACE member, is an assistant professor in the Department of Communication, College of Charleston,
Charleston, SC; Emily E. Eubanks is a training and development specialist for Publix Super Markets Inc., Plant City, FL; and Ricky Telg, an ACE member,
is an associate professor in Agricultural Education and Communication, University of Florida, Gainesville.
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