Abstract
Aquatic pharmaceutical pollution poses ecotoxicological risks to the environment and human health. Consumer pharmaceutical use and disposal behaviors represent a significant source of pharmaceutical compounds in surface waters, and communication strategies are needed to promote pro-environmental behaviors to reduce pharmaceutical pollution. Designing effective risk communication campaigns requires an understanding of public perceptions of aquatic pharmaceutical pollution. The purpose of this mixed-methods pilot study was to test the efficacy of using theories from cognitive linguistics and psychology (conceptual metaphor theory and construal level theory of psychological distance, respectively) in using metaphors in pharmaceutical pollution risk communication. Our methods included a randomized cross-over design in which a convenience sample of university students (n = 20) viewed visual representations of pharmaceutical pollution risks (metaphor based and non-metaphor). We used cognitive interviewing methods to assess metaphor use on participants understanding of pharmaceutical pollution risk, concern about this risk, and willingness to act. Results indicate that participants preferred the metaphorically-framed visual, and that the use of metaphor significantly reduced participants' perceived social and geographic distance of pharmaceutical pollution risk, suggesting a relationship between metaphoric framing and psychological distance warranting additional research. Theoretical and practical implications of metaphor use in risk communications are discussed.
Highlights
Pharmaceuticals are considered chemicals of emerging concern because of their ecotoxicological impacts on the environment and human health [1]
We applied a mixed-methods approach to characterize perceptions of psychological distance, concern and behavioral intentions towards aquatic pharmaceutical contamination and whether metaphor use in risk communications impacts these perceptions
Participants initially reported perceiving the issue of pharmaceutical pollution as distant across social and geographic dimensions, while perceiving the issue as comparable at near and far distances when considering the dimensions of time and uncertainty
Summary
Pharmaceuticals are considered chemicals of emerging concern because of their ecotoxicological impacts on the environment and human health [1]. Pharmaceuticals flow from consumers to the environment during their life cycle on a continual basis [2]. Consumer behaviors, such as disposal of household medications (e.g. via the trash or down the drain), significantly contribute to the volume of pharmaceutical compounds found in water. As the authors point out, common pain relievers are one of the most frequently detected classes of pharmaceutical chemicals in the aquatic environment and can have severe adverse ecological impacts. We apply psychological distance to characterize perceptions, attitudes and behaviors towards aquatic pharmaceutical contamination and conceptual metaphor theory to assess the impact of metaphor use in risk communication on relevant perceptions, attitudes and behaviors
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