Background: U.S. journalists embedded in rural and agricultural communities could adversely affect the health of residents if they avoid alerting and engaging their readers - farmers, ranchers, and community members - on environmental and health issues. We expected reporters would maintain community status quo and inaction by framing local water pollution and quality issues neutrally deemphasizing threats and solutions to maintain their own credibility as unbiased informational sources.
Method: In a content analysis of local water quality newspaper articles from five farming and cattle ranching states in the west central U.S. Midwest, we employed seven variables to investigate whether journalists practiced neutral, detached forms of journalism (i.e. dissemination versus interpretative role enactment, government-frame) as well as whether they deemphasized water pollution as a concerning issue (i.e. problem, threat), water pollution solutions, and readers' efficaciousness.
Results: The results showed these journalists relied heavily on government-driven narratives presenting water quality issues from an impartial, straight reporting lens in which they primarily followed the journalistic dissemination role enactment, while neglecting to provide readers with interpretative, threat, efficacy, or solution's information.
Conclusions: The study seeks to help communicators understand the information diet people living in this part of the country likely receive on environmental and health risks in the context of water pollution. Communicators seeking to reach and affect audiences in this region should understand local information practices to navigate how to craft culturally specific public health messages.
Keywords: Health communication; journalists; mass media; media; newspapers; public health; rural journalism; water quality.