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Despite having been practiced in U.S. waters for many decades, marine aquaculture (cultivating seafood in salt or brackish water) is less familiar to many Americans than land-based farming. As aquaculture operations multiply across New England in particular, understanding residents’ awareness of the products and practices, as well as judgment of associated risks and benefits becomes critical to gauging acceptance. The present research considers two complementary, exploratory studies: first, a 15-year content analysis of aquaculture coverage in three regional newspapers and second, focus group discussions with Maine and Massachusetts residents. Content analysis results suggest overall widespread attention to environmental risk, as well as some regional differences in attention to risk/benefit information. Focus group participants generally lack awareness of aquaculture, yet rely on direct and mediated …