This week we’re celebrating the publication of Dayna Brackley’s lead-author paper, co-written with Rebecca Wells, from the Centre for Food Policy at City St George’s, University of London. When supermarket shelves were stripped bare in early 2020, panic-buying became one of the most visible aspects of the Covid-19 crisis. But how did the media influence what people thought and reacted to food shortages? This study examines the language, imagery and narratives used by the English press to report on panic-buying during the Covid-19 pandemic and the role they played in shaping public perception and behaviour.
What was the research approach?
Using a mixed-method media and visual content analysis, the study examined 209 articles from six high-circulation English newspapers published between March and July 2020. The analysis assessed reporting trends, the use of sensationalist language and imagery, and the prominence of key stakeholders. The research identified six major themes in media coverage, including the role of supermarkets, food access and policy responses.
What were the key findings?
The study revealed the overwhelming use of sensationalised language in media coverage, with 89% of articles using emotionally charged terms like “waves” and “riots.” Imagery played a significant role, with 64% of articles featuring photos of empty shelves, reinforcing a sense of scarcity and urgency.
Supermarkets emerged as dominant voices in the media narrative, appearing in 62% of articles and often portrayed as “feeding the nation,” while individual shoppers were frequently blamed for panic-buying. Meanwhile, government messaging was notably inconsistent, with reports of “no food shortages” sitting alongside alarming images of depleted stock.
The research also highlighted how panic-buying disproportionately affected vulnerable groups, including the elderly and disabled, exacerbating inequalities in food access. The study concluded that media framing played a significant role in amplifying public anxiety and driving panic-buying behaviour.
What are the implications of the research for food policy?
The findings highlight the powerful influence of media in shaping consumer behaviour during crises, highlighting the need for more responsible and balanced reporting. The research calls for policymakers to collaborate with media outlets to ensure accurate depictions of food availability and reduce unnecessary panic.
Stronger government communication strategies are also needed to provide clear, consistent messaging during crises. By working more closely with media and supermarkets, policymakers can foster public trust, prevent panic-buying and build a more resilient food system.
As discussions on food security and crisis preparedness evolve, this study provides critical insights for policymakers, journalists and the food industry.