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

The media plays a crucial role in shaping public perception during crises, particularly in the agri-food sector where issues of health, sustainability, and ethical practices are paramount. This study examines how media framing influences the image and reputation of the Spanish greenhouse horticulture sector, a major European supplier. The sector, while experiencing significant growth and advancements in sustainable practices (like Integrated Pest Management), has faced repeated negative portrayals in the media, often stemming from isolated incidents or neglecting the positive changes implemented. This negative framing has led to information asymmetry, impacting consumer perception and potentially jeopardizing the sector's economic viability. The research aims to analyze the media's framing of crises within this sector, identifying biases and proposing a proactive crisis management model that leverages verifiable information to counteract negative narratives and improve the sector's reputation.

The study draws upon Framing Theory (FT) to understand how media presentation shapes public perception. The literature review explores the existing research on media framing in agriculture, highlighting the impact of source selection, newspaper characteristics, and ideological orientations on news coverage. It also examines studies on media's influence during food crises, differentiating between unintentional incidents (like food safety issues) and crises stemming from perceived negative externalities (environmental impact, worker conditions). The review reveals a general lack of attention to the specific characteristics of newspapers and their effect on reporting accuracy and source usage. Studies show a tendency towards negative messages in agricultural news, prompting some farming presses to attempt a more positive portrayal of sustainable practices; however, this can lead to misdiagnosis if not carefully balanced. The literature also highlights the significant reliance of consumers on media for agricultural information, potentially contributing to misconceptions and skewed perceptions of the sector's practices.

The research employed a mixed-methods approach, combining quantitative and qualitative data. First, a content analysis of 36 news items from European news sources and sector associations (APROA, HortiEspaña) was conducted. This involved identifying recurring themes and frames within the news narratives. Second, a systematic literature review of 42 academic publications from Web of Science and Scopus was conducted, focusing on the sustainability and challenges of the Spanish greenhouse horticulture sector. Keywords such as "Almería," "sustainability," "agriculture," and "greenhouse" were used for the search period 2010-2020, supplemented by snowball sampling and grey literature searches using the PRISMA scheme. Third, semi-structured interviews with directors of sector associations provided the sector's perspective, offering counter-arguments and verifiable data supported by official statistics and specialized literature. The data collected was then analyzed using Framing Theory to compare the media's framing with the academic literature and sector perspectives to identify discrepancies and biases. The process followed four stages: news review, literature review, sector input, and the development of a crisis management model. This allowed for a triangulation of data sources, providing a more comprehensive picture of the issue.

The analysis revealed a significant bias in the media portrayal of the Spanish greenhouse horticulture sector. While some news items correctly reflect concerns identified in the academic literature (such as issues concerning immigrant worker conditions and environmental impact), many others focus disproportionately on negative aspects, omitting the positive changes and achievements made by the sector. The recurring themes in negative news focused on issues such as the exploitation of immigrant workers, environmental concerns (water usage, plastic waste), and pesticide usage. However, interviews with sector representatives and an analysis of the academic literature highlighted advancements made in integrated pest management, improved worker conditions (legal employment of a high percentage of foreign workers), sustainable water management techniques, and efforts to reduce plastic waste. A comparison between the number of scientific publications and news articles revealed a correlation, with an increase in publications in recent years possibly reflecting a proactive response by the sector to address negative media portrayals. The study highlighted a discrepancy between the positive perspectives from sector stakeholders and the negative media portrayal, indicating an information asymmetry. The sources of negative news items frequently cited NGOs or reports highlighting negative aspects, as opposed to the sector representatives themselves or publications supported by them.

The findings strongly suggest that media framing plays a significant role in shaping consumer perception of the Spanish greenhouse horticulture sector. The observed bias in media coverage, disproportionately focusing on negative aspects, contradicts the balanced view presented in the academic literature and by sector representatives. This information asymmetry has the potential to damage the sector's reputation and economic viability. The study’s findings underscore the importance of proactive crisis communication in the agri-food sector, and the need for media to strive for a more balanced and factual representation of the sector’s activities. The unbalanced reporting potentially stems from various factors, such as competition from other agricultural producers in Europe or the influence of environmental NGOs. The study reveals that the sector needs to implement a more proactive crisis management strategy, and media outlets should be encouraged to seek alternative viewpoints and verifiable facts to provide more balanced reporting. The observed bias in the media highlights the potential for deliberate campaigns designed to smear the reputation of the sector and influence consumer opinions.

The study demonstrates a significant information asymmetry regarding the Spanish greenhouse horticulture sector, with media narratives often neglecting positive developments and focusing disproportionately on negative issues. This underscores the urgent need for proactive crisis communication and management strategies within the sector. A proposed Proactive Crisis Detection and Management (PCDM) model is presented to facilitate the monitoring of potential crises, implementation of corrective measures, and proactive dissemination of verifiable information to counter negative narratives. The model emphasizes collaboration between the sector, academia, and consumers to ensure a balanced and accurate representation of the sector's practices. Future research could explore the applicability of this model in other agri-food sectors, considering the increasing importance of managing public perception in the face of evolving consumer demands and concerns.

The study is limited by its focus on a specific geographical area and sector. While the methodology could be applied to other regions and agricultural sectors, the results may not be generalizable across all contexts. The reliance on specific news sources and academic databases also limits the scope of the analysis. Additionally, the study’s qualitative data is derived from interviews with sector representatives, which may reflect a certain degree of bias. Future research could consider a wider range of data sources and methodologies to enhance the robustness of the findings.