A VIEW ON THE UNINFORMED CONSUMERS TOWARDS QUALITY STANDARDS IN THE CONTEXT OF THE TTIP NEGOTIATIONS

Abstract

Radio broadcasts, TV shows and online media make a significant contribution today-to-day consumer information and have a great impact on public opinion. Thepresent study provides an overview of the German reporting about the qualitystandards of the agri-food industry in the context of the negotiations towards a EUUSTransatlantic Trade and Investment Partnership (TTIP). On the basis of aguided empirical content analysis, 436 publications released via radio, TV orInternet in the period from June 2013 to December 2016 were quantitatively andqualitatively analyzed. The quantitative analysis showed that the agri-food industrywas generally of minor relevance in the coverage of TTIP, but focused mainly onquality standards. The term ‘quality and consumer protection standards‘ frequentlyappeared in the reportings with the topics such as genetic modification, use ofhormones, antibiotics or pesticides and the ‘chlorine-washed chicken‘. These arenot standards for official definition of the general food law. It was established thatall publications lacked information about specific standards. Thus, the quantitativeanalysis showed a superficial view of quality standards with only symboliccharacteristics. The results of the qualitative media analysis indicated a negativepicture of the effects of TTIP concerning the agri-food sector and its standards.Due to the complex structure of the globalised agri-food chains, the importance ofcomprehensive consumer information was highlighted. Overall, German mediafailed to provide scientifically based information. Unfortunately, they justhighlighted the possible negative changes which could be caused by TTIP.