Abstract
The practices of risk communication on the problem of residues of antibiotics in foodstuffs in modern Russia are described based on the results of in-depth expert interviews. Several risk communication problems connected with the lack of relevant information about the theme, low efficiency of traditional information channels, and insufficient activity of key informants have been identified. The algorithm and basic principles of risk communication between authorities, food producers and consumers are proposed. It is proved that using of social media, social networking services and «new opinion leaders» (such as bloggers) can increase the effectiveness of health risks communication in modern society.
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