Munich Personal RePEc Archive

The agri-food crisis in the post-truth age: an application to the Spanish greenhouse sector

Pérez-Mesa, Juan Carlos and García Barranco, Mª Carmen and Serrano-Arcos, Mª Mar (2023): The agri-food crisis in the post-truth age: an application to the Spanish greenhouse sector. Published in: Humanities and social sciences communications , Vol. 10, No. 901

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The contemporary media narratives frequently exhibit significant contradictions due to the influence of diverse interests. In this context, the framing of information assumes critical importance in shaping consumer opinions, necessitating a comprehensive examination of its management. This article investigates the portrayal of crises in the agri-food sector within the mass media when not anchored in objective and verifiable facts, thereby exerting a consequential impact on the sector’s reputation and public image. Specifically, a detailed analysis is conducted on the greenhouse horticulture sector in southeast Spain, recognized as the primary European supplier. Examination of these news items uncovers a discernible bias in the disseminated information, resulting in an information asymmetry between farmers and consumers. As a remedy for the affected sector, the current study advocates the implementation of a proactive crisis detection and management model grounded in the development and dissemination of verifiable information.

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