Abstract

In recent decades, after several crises, the communication of risk has acquired special importance for those responsible for food safety. Public distrust has led the EU to base their communications strategy on scientific information. In spite of the institutionalization and professionalization of risk communication, the results have not been those foreseen in the new media environment. The explosion of social media or web 2.0 has created digital cultures with new concepts of risks and benefits. For the institutions, the social media add new problems to the traditional communication of risk: they feel obliged to participate in the virtual environment, but at the same time they are afraid to lose control of both the message and legitimacy, and they don’t know how to talk to users. Institutions still consider social media as an uncertain opportunity.