Communicating a risk-controversy: Exploring the public discourse on net-pen aquaculture within the Canadian media

Abstract

Finfish net-pen aquaculture in Canada is an important economic industry that supports coastal rural livelihoods. However, aquaculture development faces several types of barriers, including technological, environmental, regulatory, and social. Public perceptions linked to the aforementioned barriers have largely influenced aquaculture development in Canada, where maintaining social acceptance and public trust have been an enduring challenge. Since the media is important for spreading information and shaping public opinion, this study explored how media defines aquaculture to better understand the public discourse and implications for policy. Using qualitative and quantitative content analysis to explore the coverage of major Canadian newspapers in 2015 and 2016, we found a complex discourse expressing a range of aquaculture attributes and stakeholders. Our results indicate that media frames finfish net-pen aquaculture in a mostly negative tone, although there are considerable regional variabilities and differences across specific attributes. Risk-oriented frames focused on environmental challenges and management responses, while positive aspects surrounded scientific and technological advances and economic benefits. Complex interactions between environmental, social, economic, and management attributes further emphasizes the multi-faceted nature of the public discourse surrounding finfish aquaculture in Canada. Media relied not only on environmental groups or scientists in their reporting, but also considerably on fish farmers and government to offer expert opinions or as proponents of the industry. This supports a shift away from an ‘elitist’ role of the media, towards a more ‘deliberative’ role of balancing perspectives and democratic dialogue. These findings have implications for private and public responses and highlight the need for interdisciplinary solutions that emphasize transparency, communication, and accountability to improve public trust and guide sector development.