Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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poses a challenge for the communication of potential risks of food poisoning brought about by unsafe food handling 
practices. The owners and managers of the establishments included in the study expressed the difficulty of 
explaining microorganisms, which are not visible to the naked eye. Scientific information provides the base for a 
sound food safety campaign and lends credibility to the message. 
The situation of the food handlers in a food service operation presents a challenging scenario, where the 
perishable nature of food demands that preparation happens almost simultaneously with service. The work pressure 
and erratic demand for food and service require creative ways to promote and sustain food safety practices in the 
work place. Therefore, messages need to be framed in a manner that is easily understood and accepted by food 
handlers, taking into consideration the conditions under which they work. McQuail (2000) explains that the 
Reception Model of Communication is premised on the belief that messages are always open and polysemic, and are 
subject to different interpretations. In the past year, the World Health Organization has reduced the ten golden rules 
to five critical rules, translated into several languages.
Figure 2.
2
nd
 Level Framework: A Social Model for Food Safety Communication and Sustainability 
The interaction among food handlers appeared vital in promoting certain practices in the work place. It 
was important for them to be positively influenced by their co-workers in order to sustain safe food handling 
practices. The social context in which food was prepared – the interdependence and team effort of workers, their 
Regulation by gov’t
and other reputable 
institutions 
Interaction and