LAUSR

Abstract France is the second largest importer of salmon in Europe, and salmon is the second-most consumed fish. For a production country like Norway, French public perception is of high economic importance, because consumers' perceptions can directly influence their behaviours. This study reviews four French newspapers and two magazines over a 10-year period to examine how farmed salmon has been portrayed in the media. The most frequent topics covered in the French media are related to economy, health and environment. Compared to other countries, the French media pays more attention to health. The results also show that most articles about farmed salmon were negative, especially those regarding health. The reputation of salmon as a healthy food is thus jeopardised. Norwegian salmon and the industry are framed more negatively by the media in France than other countries, and this could negatively affect consumer behaviour towards Norwegian salmon.