Aquaculture in Europe: Media representations as a proxy for public opinion

Abstract

Fish is traditionally considered a healthy and pure food. However, with the development of modern 
aquaculture, a range of potentially controversial issues are emerging. These could significantly impact 
the future success of the industry. In the absence of in-depth data on lay perceptions on farmed fish 
and fish farming, this paper utilises media representations as a proxy for public opinion. Media 
representations of aquaculture were investigated in Germany, Norway and the UK over a five-year 
timeframe (May 2002 to May 2007). A total of 1049 articles from both broadsheet and tabloid 
newspapers were analyzed with the qualitative software Atlas/ti. We compare the article framings cross
nationally, focusing in-depth on four major analytical themes which emerged: the environment, the 
economy, human health and trust/regulation. Despite general similarities, these themes are represented 
with different salience and foci across the countries of analysis. These divergent media representations 
of aquaculture are discussed in terms of their likely impacts on lay perceptions of farmed fish and fish 
farming. In turn, the understanding of consumer perceptions is a vital component for policy making 
about aquaculture.