Agri-food crises and news framing of media: an application to the Spanish greenhouse sector

Abstract

Nowadays the narratives presented in the media often display serious contradictions due to the fact that various interests are at play. Within this framework, information framing becomes paramount in the shaping of consumer opinions and, therefore, how that is managed must be analyzed. This article studies how crises in the agri-food sector are reflected in the mass media when they are not based on objective and verifiable facts, ultimately affecting the sector’s reputation and public image. More specifically, an analysis is conducted of the greenhouse horticulture sector in southeast Spain - the leading European supplier. The analysis of these news items reveals a stream of bias in the information being supplied, thereby fostering an assymetry in the information between the farmer and the consumer. As a solution for the sector concerned, the present study proposes the implementation of a proactive crisis detection and management model based on the development and dissemination of verifiable information.