Beef Stew

Last fall, The Wall Street Journal published a horrifying article on its front page. Under the headline THE U.S. MAY FACE MAD-COW EXPOSURE DESPITE ASSURANCES FROM GOVERNMENT, staff writer Steve Stecklow reported that the domestic cattle herd is far from safe, and that the government is doing little to test either cattle or people for signs of illness.

Yet despite Stecklow's meticulously detailed findings and the story's prominent placement in one of our most respected newspapers, it pretty much disappeared without a trace. To the extent that any attention has been paid to mad-cow disease during the past month, it was to plug a reassuring report by the Center for Risk Analysis, at the Harvard School of Public Health, that there is vanishingly little likelihood here of a British-style outbreak of mad cow.

What a difference a year makes. In late 2000 and early 2001, network television newscasts and national newsmagazines were filled with terrifying stories about what had happened in Europe, especially in Britain. Cattle in increasing numbers were coming down with bovine spongiform encephalopathy (BSE), a little-understood disease that kills by punching the brain full of tiny holes.

Worse -- much worse -- was the likelihood that a similar fatal brain disease affecting humans was spreading through the consumption of contaminated beef. The illness was called a "new variant" of a rare condition named Creutzfeldt-Jakob disease, and thus became known, for short, as nvCJD. More than 100 people, nearly all of them from Britain, have died of nvCJD over the past five years.

For the US media, the story was made to order, featuring as it did video of wild-eyed, staggering cows, heaps of burning animal carcasses, distraught farmers, and — in a few cases — footage of twentysomething nvCJD victims trembling through the final stages of their awful disease. "I hate to be blunt, but there was a strong visual to go with it," says Boston University communications professor Tobe Berkovitz. "A typical science story doesn't get much play, because you need a visual to be aired ad infinitum or ad nauseam to make it a television news story. And video of shaking, crumbling cows gives you a visual."

There was, though, a problem with sustaining interest in mad-cow disease. First, there was the inconvenient fact that not a single case of BSE or nvCJD had ever been found in the US. Second, federal officials assured the public that steps taken several years earlier -- banning the importation of beef from Britain, and outlawing the use of beef byproducts in animal feed, thought to be the principal means by which BSE is spread -- would prevent an outbreak from ever occurring here. By spring, few mad-cow stories were making their way onto the front pages or the network newscasts, as the media turned their attention to more characteristic obsessions. No, it hasn't disappeared completely -- witness a recent episode of The West Wing in which the Bartlet administration debates how best to spin an outbreak of mad cow. But in terms of public consciousness, this is one potential crisis that has faded far into the background.

"There was a period when mad-cow disease was a very telegenic story in an ugly and disturbing sort of way," says Robert Thompson, director of Syracuse University's Center for the Study of Popular Television. But then, he notes, "the summer of Gary occurred, and all of a sudden we had all of that time being spent in the cable and broadcast media on Gary Condit and Chandra Levy." Finally, Thompson observes, "what Gary Condit did to mad cow and some other stories, September 11 did to Gary Condit."

But if mad-cow disease is, understandably, not as pressing an issue as the hunt for Osama bin Laden, it remains, as the Wall Street Journal article suggests, an important, ongoing story. If mad cow -- and, more crucially, nvCJD -- breaks out into the US population at some point during the next several years, the media's chronically short attention span in covering this complicated scientific and medical story will surely stand out as one of their principal failures of 2001.