Académique Documents
Professionnel Documents
Culture Documents
In General
Men view risks as less harmful than women do Regardless of the risk
Nuclear power Climate change Cancer Handguns
White males see all as less harmful than men of color and women do
Source: Finacune and associates
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Who is Right?
Are white males more likely than other groups to be well educated?
In general, yes.
Is that the whole story? Risk = uncertain danger Many factors shape the ways we view danger, especially uncertain danger.
Consider
Tale of two oil spills:
The British Petroleum Gulf spill in 2010 Guadalupe Dunes, 170 miles north of LA
The U. S. national debt will exceed its output (Gross National Product) in a matter of decades. Cancer incidence increases with age; people live longer. Crumbling infrastructure (sewers, roads, bridges) The number of U.S. residents educated in science, technology, engineering and math (STEM) is low.
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Concrete vs. abstract hazards Imposed vs. chosen hazards Unfair vs. fair hazards Man-made vs. natural hazards Immediate, acute vs. chronic, slow onset, in future.
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Good Reporting
Evokes the brains executive and primitive functions Taps emotion, immediate risk to get attention
Amygdala
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Instead .
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The C in CAUSE
C in CAUSE = confidence in communicators WHO is communicating about rising sea levels and dwindling wetlands in my coastal community? Do local leaders trust these communicators? Publics have a right to know their choices for managing a risk and a right to make choices consistent with their values (Botan).
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Affected parties, victims Managers, officials Business, nonprofits Researchers, other nations, states
Write a Sunday piece about slow onset-hazards, high harm hazards on your beat:
Suicide rates in your state Flooding and illness Flooding and costs for county Crumbling bridges
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The A in CAUSE
A = awareness of hazard, the warning Do they see its local, personal relevance? Most people engage in confirmatory or verification behavior when they hear a warning
Few simply obey media messages Most try to confirm or interpret first Do media support verification efforts?
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Awareness Challenge, 1
July 21, 2005 : what was being done in SW Louisiana, prior to Hurricane Katrina Emergency directors distributing pamphlets on evacuation Emergency directors giving talks to Lions Clubs, civic associations about evacuation August 29: 80 percent DID evacuate Those who did not: mostly low income.
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Awareness Challenge, 2
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Awareness Solution, 1
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In Summary, Webinar 1
Does risk equal news? Not always, but . . . Risk stories, or stories about uncertain danger, demand thoroughness. Use CAUSE to identify likely tensions Explore risk from a range of perspectives Deepen understanding by explaining the risk. Read top risk reporters work:
Leon Neyfakh, Andrew Revkin, Amanda Ripley.
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The U in CAUSE
Why is this risk or hazard hard to understand?
Familiar concepts not well understood: cancer, risk, debt vs. deficit, climate change, storm surge.
Complexities hard to envision: cancer incidence increases with age; how cancers develop; why carbon dioxide levels affect temperature; risk of death from flu; risk of homicide vs. suicide. Hard-to-understand because counter-intuitive: that cancer need not be a death sentence; that many minorities less likely to get certain cancers but more apt to die when cancer not caught soon enough.
Source: Rowan, 1999, 2003
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Strong familial risk means more likely to develop breast cancer than those with no family risk but less likely than those with hereditary syndrome
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Key Terms, 2
Give a RANGE of examples, not just one.
People experience radiation from many sources including light bulbs, the sun, radios, x-rays, cosmic rays, and nuclear weapons. The harmfulness of radiation has to do with its type and amount of exposure. When a doctor prescribes an x-ray, the benefit of a clear image to help detect some problem usually outweighs the risk of exposure to x-ray radiation.
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Key Terms, 3
Discuss false examples to clarify a key term.
Eating lots of fiber helps protect you from cancer. Fiber is plant material that passes undigested, so apples, wheat bran, and salads all have fiber. Meat does not, even tough meat. Dietary fiber is plant material.
Source: Rowan, 1999
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Boston Globe
The gun toll were ignoring: Suicide (Leon Neyfakh) What does that mean? In 2010, number of gun deaths by suicide outnumbered homicides: 19,392 suicide 11,078 homicides Pattern the same since 1920.
The S in CAUSE
S (satisfaction with solutions):
Sample questions: Do communities see this problem as severe? Do they believe the problem affects them and see themselves as capable of solving it? Answers: Support communities in coming to their own consensus about their priorities. Tap research on community consensus building.
Source: McComas
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Gaining Satisfaction
Research says people are satisfied when
They believe the hazard is SEVERE They believe the hazard affects THEM They believe they CAN OVERCOME the hazard They believe the recommended action will WORK
Source: Witte
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The E in CAUSE
E stand for enactment Make action easy
Cut 100 calories a day, not lose 10 pounds.
Give deadline, Reduce cost Routinize the solution, embed the behavior
(Booth-Butterfield)
Make reducing the debt automatic. Make increasing coastal wetlands annual requirement.
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Motivating Enactment, 1
Reporters can include how I protect myself information
Mention pre-packaged survival kits at stores Cover neighborhoods that promote preparedness Cover research on overcoming bad habits
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Motivating Enactment, 2
Research shows gain-framed messages most effective for prevention behavior
Using sun screen keeps your skin healthy. Eating lots of fiber prevents many diseases. Transferring money to savings automatically prevents going into debt.
In Summary, Webinar 2
Does risk equal news? Not always, but . . . Risk stories, or stories about uncertain danger, demand thoroughness. Use CAUSE to identify likely tensions. Explore risk from a range of perspectives, especially local ones. Deepen understanding by explaining the risk. Read top risk reporters work:
Leon Neyfakh, Andrew Revkin, Amanda Ripley.
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References
Aging Infrastructure [ASCE] American Society of Civil Engineers (2005). Report card on Americas infrastructure. www.asce.org/files/pdf/reportcard/2005_Report_Card-Full_Report.pdf CAUSE Model, Risk Communication, Science Communication Akerlof, K. L., Rowan, K. E., Fitzgerald, D., & Cedeno, A. Y. (2012). Communicating climate projections in U. S. media: Politicization of model uncertainty. Nature Climate Change, 2, 648-654. Graduate Programs in Science Communication at Mason: http://communication.gmu.edu Rowan, K. E., et al. (2009). Risk communication education for local emergency managers. In R. Heath & D. OHair (Eds.), Handbook of Risk and Crisis Communication. NY: Taylor & Francis. Rowan, K. E. (2003). Informing and explaining skills: Theory and research on informative communication. In J. O. Greene & B. R. Burleson (Eds.), The Handbook of Communication and Social Interaction Skills. Mahwah, NJ: Erlbaum. Rowan, K. E. (1999). Effective explanation of uncertain and complex science. In S. Friedman, S. Dunwoody, & C. L. Rogers (Eds.), Communicating New and Uncertain Science (pp. 201-223). Mahwah, NJ. Erlbaum.
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References
Climate Change, Risk Communication, and Communicating Climate Change Center for Climate Change Communication at George Mason University. www.climatechange.org. Director: Dr. Edward Maibach. Maibach, E. W., Roser-Renouf, C., & Leiserowitz, A. (2008). Communication and marketing as climate changeIntervention assets. American Journal of Preventive Medicine, 35, 488-500. [IOM] Institute of Medicine (2008). Global climate change and extreme weather events: Understanding the Contributions to Infectious Disease Management. Washington, DC: National Academies Press. Lydersen, K. (2008, Oct. 20). Risk of disease rises with water temperatures. Washington Post, A08. Map, graphic use EPA, American Journal of Public Health, & CDC data. [NOAA] National Oceanic and Atmospheric Administration (2005, March). Population Trends along the Coastal United States:1980-2008. Rogers, W. et al. (2000). Safety symbol comprehension. Human Factors, 46. Slovic, P., Finucane, M. L., Peters, E., & MacGregor, D. G. (2004). Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk, and rationality. Risk Analysis, 24, 311-322 Weber, E. U. (2007). Experience-based and description-based perceptions of long-term risk: Why global warming does not scare us yet. Climate Change, 77, 103-120.
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References
Communication and Health Psychology Bandura, A. (2005). Health promotion by social cognitive means. Health, Education, and Behavior, 31, 143-164. Booth-Butterfield, M. (2003). Embedded health behaviors from adolescence to adulthood. Health Communication, 15. Heath, C., & Heath, D. (2007). Made to Stick: Why Some Ideas Survive and Others Die. New York: Random House. Witte, K., et al. (2001). Effective Health Risk Messages. Thousand Oaks, CA: Sage.
Public Relations, Listening, Deliberating with Publics about Priorities, Preparedness Besley, J. & McComas, K. (2005). Framing justice. Communication Theory, 15, 414-436. Botan, C. (2006). Grand strategy, strategy and tactics in public relations. In C. Botan & V. Hazleton (Eds.), Public Relations Theory II. Hillsdale, NJ: Erlbaum. McComas, K. A., Arvai, J., & Besley, J. C. (2009). Linking public perception and decision making through risk communication. In R. Heath & D. OHair (Eds.), Handbook of Risk and Crisis Communication. New York: Routledge.
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References
Health Risk Communication Banks, S., et al. (1995). The effects of message framing on mammography utilization. Health Psychology, 14, 178-184. Booth-Butterfield, M. (2003). Embedded health behaviors from adolescence to adulthood. Health Communication, 15. Danziger, K. (2000). How are breast and ovarian cancer inherited? From Genetic Health, www.genetichealth.com Rowan, K. E. (2000). Mass media explanations of illness. In B. Whaley (Ed.), Explaining illness. Mahwah, NJ: Erlbaum. Rowan, K. E. et al. (2003). The CAUSE model, Health Communication, 15, 241-254. Salovey, P. et al. (2002). Message framing in the prevention and early detection of disease. In J. Dillard & M. Pfau (Eds.), The persuasion handbook. Thousand Oaks, CA. Schwartz, L. M., Woloshin, S., & Welch, H. G. (1999). Risk communication in clinical practice. Journal of the National Cancer Institute Monographs, No. 25, 124-133 Stobbe, M. (2013, Jan. 16). Risk to all ages: About 100 children die of flu each year. Detroit Free Press. Witte, K. et al. (2001). Effective health risk messages: A step-by-step guide. Thousand Oaks, CA: Sage
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References
Firearms and Risk Neyfakh, L. (2013, Jan. 20). The gun toll we are ignoring: Suicide. Boston Globe. Slovic, P. (2000). Trust, emotion, sex, politics, and science: Surveying the risk-assessment battlefield. IIFET 2000 Proceedings. Wintemute, G. J. (1987). Firearms as a cause of death in the United States, 1920-1982. Journal of Trauma, 27,532-536. Risk Communication: Approaches and Overviews Finucane, M. L. Slovic, P., Mertz, C. K., Flynn, J., & Satterfield, T. A. (2000). Gender, race, and perceived risk: The white male effect. Health, Risk & Society, 2. Pidgeon, N., Kasperson, R. E., & P. Slovic (Eds.), The Social Amplification of Risk. Cambridge, UK: Cambridge. Ripley, A. (2008). The Unthinkable. New York: Crown. Rowan, K. E. (2010), Risk, an overview. In S. H. Priest (Ed.), Encyclopedia of Science and Technology Communication. Thousand Oaks, CA: Sage. Sandman, P. (1993). Responding to Community Outrage. Fairfax, VA: American Industrial Hygiene Association.
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