Media Bias, Misinformation and Public Veterinary Literacy: A One Health Mixed‑Methods Study
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Veterinary science is central to protecting public health, preventing zoonotic transmission, and advancing one health. Yet media portrayals remain crisis-oriented, magnifying outbreaks while neglecting preventive medicine and animal welfare, thereby undermining public veterinary literacy. a mixed-methods study of media content (n=500), a national survey (n=1,000), case studies, and expert interviews found that 45% of news emphasized zoonotic crises, while only 20% covered prevention and 15% welfare, with 12% of digital outputs containing inaccuracies. regression and structural equation modelling identified media trust and education as key predictors of veterinary literacy. expert insights recommend ai-enabled misinformation monitoring, immersive learning, and targeted media-competency training. strengthening communication and cross-sector collaboration will enhance veterinary literacy, improve one health outcomes, and reduce misinformation’s societal impact.
Abstract
Veterinary science is central to protecting public health, preventing zoonotic transmission, and advancing one health. Yet media portrayals remain crisis-oriented, magnifying outbreaks while neglecting preventive medicine and animal welfare, thereby undermining public veterinary literacy. a mixed-methods study of media content (n=500), a national survey (n=1,000), case studies, and expert interviews found that 45% of news emphasized zoonotic crises, while only 20% covered prevention and 15% welfare, with 12% of digital outputs containing inaccuracies. regression and structural equation modelling identified media trust and education as key predictors of veterinary literacy. expert insights recommend ai-enabled misinformation monitoring, immersive learning, and targeted media-competency training. strengthening communication and cross-sector collaboration will enhance veterinary literacy, improve one health outcomes, and reduce misinformation’s societal impact.