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Journal of Health Psychology, Vol. 9, No. 4, 517-533 (2004)
DOI: 10.1177/1359105304044036
© 2004 SAGE Publications

Social Representation of a Food Risk: The Hong Kong Avian Bird Flu Epidemic

Hélène Joffe

Princeton University, USA, h.joffe{at}ucl.ac.uk

N. Y. Louis Lee

Princeton University, USA

The paper explores the social representation of the 2001 Hong Kong avian bird flu epidemic from the perspective of local women. Fifty women were asked to describe their first thoughts about the flu, and these were subsequently explored. Thematic analysis of the semi-structured interviews revealed that the first thoughts were characterized by: (a) the origin of the epidemic, (b) anchors for it, (c) emotions about it, and (d) images of it. Aspersion concerning the lack of hygiene of Mainland Chinese chicken rearers and chicken sellers in Hong Kong dominated the interviews. Other environmental factors were also stressed, as was regulation leniency and a drive to profit. Comparisons between old traditions and newer practices formed a central feature. The findings are discussed in terms of their continuity with western risk findings as well as their speicific cultural nuances.

Key Words: hygiene and purity • non-western social representations


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