Media and social amplification of risk: BSE and H1N1 cases in South Korea

Purpose - This study aims at exploring the topology of two risk communication cases, Bovine Spongiform Encephalopathy (BSE) in 2008 and H1N1 in 2009, in South Korea and investigating the progression of risk events related to media's role in risk amplification. Design/methodology/approach - Content analysis of major Korean media is conducted. BSE and H1N1 stories in 2008 and 2009 are collected and analyzed. First, the basic nature of media coverage of the events such as frequency of stories is surveyed. Second, framings adopted in media to cover two cases are analyzed. Findings - The result indicates that unfolding events related to BSE and H1N1 risk show a similar timeline with the frequency of media coverage of the given risks. Also, media adopted political framings for BSE and health/medial framings for H1N1. The authors cautiously suggest that the framings in media have influenced the politicization of BSE risk issue among the public, but, at the same time, the media framings on H1N1 have attenuated potential politicization of H1N1's risk. Originality/value - This paper demonstrates the relationship between the process of social amplification of risk and media framings in Koreaclos