Communication considerations for one health: the influence of media framing on representations of a human-bat disease conflict in the Australian print media

The media plays a key role in shaping public definition of a human-wildlife disease conflict and the acceptance of nominated solutions. While the One Health approach has brought together science and health disciplines to manage emerging infectious diseases (EIDs), the influence of public communication has not been fully considered. This article traces the depiction of the 2011 outbreak of Hendra virus in the Australian media by examining how both journalists and other actors framed the conflict. Recognition of framing influence and the media as an actor in its own right is needed to produce a more nuanced public discourse.