Activities

First, to understand the current perception the public has towards the consumption of farmed fish, scientific risk and benefit assessments of aquaculture were summarized and compared to risk perceived by the lay public as outlined in the social science literature. 

Abstract of the report

Conclusion of the report

Moreover, 15 in-depth elite interviews with scientific experts on aquaculture were conducted in Norway, the UK and Estonia. Results from the expert interviews and the detailed literature review provided the basis for the topic guides and the conduction of the cross-cultural focus groups. 

Second, the project has analysed media coverage of farmed fish consumption to assess the media's agenda setting and interpretations of risk and benefits. Print media in Estonia, Germany, Norway and the UK was analyzed accurately over a 5 year timeframe showing historical developments in reporting on farmed fish.

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Third, since media representations have an impact on public perception on risks and benefits associated with the consumption of farmed fish, the exact impact of media reporting on lay perception has been established in focus groups conducted in seven European states.

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Finally, with the knowledge gained, a risk communication framework will be developed for efficient dissemination of the project's results. 

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