Audience responses to a risk communication message in four media formats

This study compared consumer reactions to four media formats - Video news release, video public service announcement, print news release, and newsprint column - that contained a parallel message about the use of agricultural chemicals in the food supply. Eight message evaluation sessions were held in four regions of the United States with 86 women. Based on their responses to a background questionnaire, the women were distinguished by level of concern for pesticide use and food safety, urban versus rural residence, and farm versus nonfarm employment. While all formats were favorably received, Likert-type scale reactions, cognitive responses, and some focus group comments showed audience preference for the video news release and newsprint column approaches. Consumers who indicated high concern for the pesticide/food safety issue responded more favorably to the two print formats than did less concerned consumers. No such distinctions based on level of concern were found for the two broadcast formats. This work illustrates the dilemma communicators have in educating about controversial risk issues, that is, in creating messages that are considered objective and nonsensational, yet also maintain the interest of readers and viewers. Also, the study provides an example of combining quantitative research designs with qualitative message evaluation focus groups.