Table 1 Interview schedule used with media actors

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?