Comunicación de riesgos y seguridad alimentaria en la era 2.0

DOI: 10.3145/epi.2012.jul.08

ABSTRACT

Jordi Prades-Tena es licenciado en ciencias de la información (UAB) y master en derecho ambiental (URV). Ha trabajado como periodista durante 16 años en varios medios (como La vanguardia, El punt, Cadena SER, Europa Press) y en gabinetes de comunicación institucionales (Generalitat de Catalunya) y de la empresa privada (Centro Tecnológico de Nutrición y Sa-lud). Es técnico de investigación y doctorando del DEC de la URV. Juan-Luis Gonzalo-Iglesia es doctor en comunicación y profesor de teorías de la comunicación en el DEC de la URV. Su inves-tigación se centra en los procesos de comunicación social de los riesgos tecnológicos propios de la industria petroquímica, la energía nuclear, el cambio climático y el sector alimentario. Resumen En las últimas décadas, a raíz de varias crisis, la comunicación de riesgo ha cobrado especial importancia para los respon-sables de la seguridad alimentaria. La desconfianza ciudadana ha llevado a la UE a fundamentar su estrategia comunicativa en la información científica. Pese a la institucionalización y profesionalización de la comunicación de riesgo, los resultados no han sido los previstos en el nuevo entorno mediático. La irrupción de las redes sociales o web 2.0 ha creado culturas digitales que dan forma a nuevos conceptos sobre los riesgos y los beneficios. Así, para las instituciones, las redes sociales añaden nuevos problemas a la comunicación de riesgo tradicional: a la vez que se sienten obligadas a participar del entorno virtual, temen perder el control del mensaje y la legitimidad y no saben dialogar con los usuarios. Por ello, consideran que las redes sociales son una oportunidad incierta.

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