Why the transformation of the risk message is a healthy sign: a model of the reception of warning messages

Abstract

In this article, we examine the communication of health risks caused by technological and natural disasters to the public. Contrary to the commonly accepted view, we argue that in the context of the risk society, the transformation and multiplication of risk messages among the public is a healthy sign. We aim to show how the recipients of risk communication can overcome the confusion that emanates from the inevitable contradictions of warning messages. We used Luhmann’s communication theory to develop a model of the analysis of personal interpretations of warning messages and examined how this explained the variations in the personal sense of risk that shaped the reception of a warning message. Our model developed Luhmann’s concepts of first- and second-order observations: direct and reflective approaches to risk messages. Using data derived from seven focus groups conducted in four Estonian cities in 2009–2010, we examined how the choice between direct and reflective approaches to risk messages was dependent on recipient’s reflection of social relations in the messages and the channels of their delivery. We found that the first response to the warning message depended on whether the information could be dealt with by first-order observation. When members of the focus group realised they needed to use a second-order observation strategy, they tended to use emotions to respond to risk messages. Our data show that defining risks and legitimising solutions in a collective discussion tended to be more important for an individual than accessing the one-dimensional official constructions of risks.