Effective Communication and Frame Persuasiveness for Food Safety Controversies： The Young Male Consumer＇s Perspective

This study explored effective risk communication for food safety targeting young male consumers who frequently dine outside by examining the controversy of US beef importation in Taiwan in 2012. Guided by risk perception theory and framing theory in issues management, the researcher developed a risk profile of young male consumers based on interview data. Persuasiveness of message frames used by the government was analyzed according to three distinct communicative objectives： to reduce risk perception, to motivate beef consumption, and to gain support for beef importation. The study suggested that the young male consumer＇s knowledge of US beef was formed by news reports and information from family members with experts as the most trusted source. They perceived US beef as risky but safe to eat if they wished. They seldom actively sought information about the beef. The new media were the most used by them for seeking and receiving such information. Frame persuasiveness varied across communicative objectives and was associated with the schemata employed in the configuration of risk-benefit trade-offs for each targeted behavior.