Going beyond exposure to local news media: an information-processing examination of public perceptions of food safety.

The relationship between local news media and public perceptions of food safety was examined in a statewide telephone survey (n = 524). The theoretical framework of the study was based on a review of the social and psychological factors that affect public concerns about food safety, the relationship between mass communication and risk perception, and the thesis of information-processing strategies and its impact on learning from the news. The results show that information-processing strategies substantially mediated the relationship between local news media and public perceptions of food safety, with elaborative processing being more influential than active reflection in people's learning from the news media. Attention to local television had an independent effect, after demographics, awareness of food safety problems, and perceived safety of local food supply were statistically controlled. Other important predictors included gender, education, ethnicity, and perceived safety of local food supply.