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Science Communication
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Reporting a Potential Pandemic

A Risk-Related Assessment of Avian Influenza Coverage in U.S. Newspapers

Anthony D. Dudo

University of Wisconsin, Madison, addudo{at}wisc.edu

Michael F. Dahlstrom

University of Wisconsin, Madison

Dominique Brossard

University of Wisconsin, Madison

While quality mediated information does not guarantee accurate public risk perceptions, it provides the public with the means to construct informed risk assessments. This study analyzed four major U.S. newspapers to assess the quality of coverage related to risks posed by avian flu. "Quality of coverage" was examined with a five-dimension conceptualization that included measures of risk magnitude, self-efficacy, risk comparisons, sensationalism, and thematic and episodic framing. Findings revealed that coverage was dominated by episodic frames, exhibited high sensationalism, and contained minimal information promoting self-efficacy. Conversely, coverage exhibited high quality in terms of risk magnitude and risk comparison information.

Key Words: avian flu • bird flu • influenza • risk quality • media coverage

Science Communication, Vol. 28, No. 4, 429-454 (2007)
DOI: 10.1177/1075547007302211
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