Zoonoses and information of the public: the role of media, with special reference to Italy

The significance of zoonoses varies depending on many socio‐economic factors and on the specific situation that prevails in a specific area. The role of the media often determines the importance given to a disease. In resource‐rich countries, a zoonosis may be perceived as being important due to inaccurate information that has been circulated by mass media on the risk of infection for animals and humans and on the possible use of the agent for terrorist actions. Images of sick or dead people and animals, drastic methods of control and others, can contribute to an overestimation of the significance of a disease. Information can be lacking or absent in regard to socio‐economic factors that clarify occurrence and also on geographic distribution. Therefore, the sensitivity of people can be influenced rapidly and negative socio‐economic consequences can occur. These zoonoses can be named ‘mediaoriented (emphasised) zoonoses’. On the contrary, some zoonoses are scarcely considered for several reasons, for instance: occurrence in poverty‐stricken areas and populations, risks of infection for people not considered important enough to deserve medical care, little interest from the media, decision‐makers and health services, lack of information and official reports. These zoonoses can be named ‘neglected zoonoses’. Some examples of zoonoses included in the above categories are described.