Exploring Risk Communication presents a systematic planning approach
to risk communication. Risk communication is seen by many as an
important tool for managing technological, environmental, and natural
risks. The book's goal is to improve risk communication processes in
these areas between private and public risk communication sources and
the public. The systematic planning approach focuses on research
activities which are considered to be diagnostic tools providing insight
into the public's reactions to risks and into the public's cognitive
abilities to process risk information. These studies give us the
necessary ingredients for an adequate risk communication from the
audience side of the risk communication process. Evaluation studies are
considered necessary to monitor the effectiveness of the
communication.
Exploring Risk Communication provides a review of current research in
risk communication, focusing on perceived trust and credibility of risk
communication sources, and arguments in risk messages, risk comparison,
and framing of risk. Special attention is paid to the mass media context
of risks and its impact on public perception. Finally, the potential of
the new interactive media for risk communication is reviewed.
The authors have performed several communication studies in the risk
area, working from their social psychological background. This results
in a monograph interesting to those working on risk communication issues
on an academic level, but the systematic planning approach is also a
useful frame of reference for risk communication practitioners, or for
those who are just interested in the often complex risk communication
issues.
