The Sources of Risk Messages

Abstract

More and more risk communication is called to the rescue in the psychologically, culturally, politically and socially complex issues of public perception and assessment of risks. However, there have been some critical remarks about the potential of risk communication, because, according to several researchers, the observed effects of risk communication so far are disappointing (see, e.g. Adler & Pittle, 1984; Cvetkovich et al., 1986). An important part of the problems that risk communication is facing is identified as source related; the credibility of riscommunication sources is sometimes very low, sometimes sources do not make any allowances for the specific informational needs of the public, and sometimes sources even address the wrong target groups (see, e.g., Covello et al., 1987). It is obvious (but not necessarily correct) that researchers and practitioners are looking for source-related solutions to solve these source-related problems. The error may be to overlook other essential properties of the risk communication process, e.g. regarding the audience’s perception, the message content or structure, or the communications medium used. The systematic planning approach should prevent this, or at least make it less likely to overlook important aspects of the risk communication process. It does not matter here whether these researchers or practitioners are favoring one-sided risk communication processes, in which goals are to influence the receiver’s knowledge, opinions, or behaviors, or whether they advocate two- or multi-sided participatory types of communication, in which individuals or target groups take the initiative in gathering information. In both instances, the source is elementary in the transfer of risk information. From the point of view of the communication scholar, the research interest in aspects of the source is also evident. A communication source offers several pretexts to improve the transfer of information, e.g. through the source’s attitude and expertise, choice of content and mode of delivery, and by choice of communication medium. Chapter 7 focusses on the choice of communication medium and its consequences for risk communication sources. In two-sided situations, sources may also study the receiver’s processing of information and attempt to attune the supply and demand of information. This could be beneficial to the risk communication effectiveness (see, e.g., Slovic et al., 1981).