Social Representation of a Food Risk: The Hong Kong Avian Bird Flu Epidemic

Abstract

The paper explores the social representation of the 2001 Hong Kong avian bird flu epidemic from the perspective of local women. Fifty women were asked to describe their first thoughts about the flu, and these were subsequently explored. Thematic analysis of the semi-structured interviews revealed that the first thoughts were characterized by: (a) the origin of the epidemic, (b) anchors for it, (c) emotions about it, and (d) images of it. Aspersion concerning the lack of hygiene of Mainland Chinese chicken rearers and chicken sellers in Hong Kong dominated the interviews. Other environmental factors were also stressed, as was regulation leniency and a drive to profit. Comparisons between old traditions and newer practices formed a central feature. The findings are discussed in terms of their continuity with western risk findings as well as their specific cultural nuances.

Vernacular science knowledge: its role in everyday life communication

“…By focusing on the needs and communication behaviors of "normal" people, Social Representation Theory offers a comprehensive theoretical framework for understanding common sense and public knowledge of science in relation to communication and media processes in modern societies, whether it is about media unwittingly tailoring their reporting about, and metaphorical framing of, the so-called "Mozart effect" according to the educational needs of US states: the more the educational system of a state was in financial trouble, the more the local media re-reported the Mozart effect as supposedly making babies and children more intelligent (Bangerter and Heath, 2004); the French public in the 1950s assimilating the psychological theory of psychoanalysis where different sectors of the public and the press elaborated different versions of the concept depending on the sector's social background (Moscovici, 1976); the public understanding of viral diseases and their risks (Joffe and Haarhof, 2002;Joffe and Lee, 2004;Washer, 2004); or the cognitive elaboration and cultural communication of images of monstrosity of genetically modified animals by individuals and media (Wagner et al, 2006, submitted).…”

Representations of swine flu: perspectives from a Malaysian pig farm

“…Social representations play important social functions in guiding and justifying actions (Páez, Echebarria, Valencia, Romo, San Juan, & Vergara, 1991), helping explain the often apparently 'irrational' thoughts about infectious disease held by individuals and communities (Bangerter & Green, 2010;Joffe & Staerklé, 2007). Drawing on historical examples, symbols and metaphors, these representations help anchor complex medical phenomena within existing knowledge and stereotypes, and can be particularly powerful in influencing new societal concerns (Joffe & Lee, 2004;Moscovici, 1984, Washer, 2004. Social representations can have important consequences: they may act as important barriers to health-protective behaviours, and can influence government campaigns and national health policies (Rosenbrock,REPRESENTATIONS OF SWINE FLU 6 Moore, Pinell, Schaeffer, & Setbon 2000).…”

Social semiotics and social representations

“…The same can be said about new technologies with potential risks, such as biotechnology and GM food (e.g. Wagner & Kronenberg, 2001), food risks and the Hong Kong case of bird flu (Joffe and Lee, 2004). Two processes characterize the recursive semiosis that stands at the core of anchoring: resignification and counter-signification.…”