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Table 1 Interview schedule used with media actors

From: Media actors’ perceptions of their roles in reporting food incidents

Section of interview Example questions
Hypothetical scenario • What would make this story newsworthy?
  • Would you run with this story? Why or why not?
  • What is the immediate story? What are the underlying issues that the media would follow up?
  • What key words would you put in your headline? What angle would you take on the story?
  • What sources would you seek and why?
  • What would you draw on to frame/anchor the story?
  • What risks would you identify in this case that you would seek to convey to consumers?
  • What reaction would your story elicit in consumers?
  • What risks would you identify in this case that you would seek to convey to readers/listeners?
  • What impact do you see your story/reporting having on consumer trust?
General questions • Please tell me about your role and duties within the media
  • What is the media’s role in contributing to reader/listener trust in food?
  • Do media influence a reader/listener’s decision to trust? Why or why not?
  • What do you see as the media’s role in reporting information to consumers during a food incident?
  • What responsibility do the media have when publishing a story?
  • Do you think that the media seeks to sway public opinion about food incidents in a positive or negative way?