AUDIENCE RESPONSES TO A RISK COMMUNICATION MESSAGE IN 4 MEDIA FORMATS

This study compared consumer reactions to four media formats - Video n ews release, video public service announcement, print news release, an d newsprint column - that contained a parallel message about the use o f 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 wer e distinguished by level of concern for pesticide use and food safety, urban versus rural residence, and farm versus nonfarm employment. Whi le all formats were favorably received, Likert-type scale reactions, c ognitive responses, and some focus group comments showed audience pref erence for the video news release and newsprint column approaches. Con sumers who indicated high concern for the pesticide/food safety issue responded more favorably to the two print formats than did less concer ned consumers. No such distinctions based on level of concern were fou nd for the two broadcast formats. This work illustrates the dilemma co mmunicators have in educating about controversial risk issues, that is , in creating messages that are considered objective and nonsensationa l, yet also maintain the interest of readers and viewers. Also, the st udy provides an example of combining quantitative research designs wit h qualitative message evaluation focus groups.