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Evaluating Risk Communication: Narrative vs. Technical Presentations of Information About Radon

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  • Dominic Golding
  • Sheldon Krimsky
  • Alonzo Plough

Abstract

This paper reports on an experiment to test the hypothesis that people respond better to risk communication that reflects more closely the conditions of their social and cultural lives. The experiment used the case of radon to determine whether technical or narrative forms of risk communication were more effective at drawing people's attention, imparting information, and modifying behavior. Two series of articles on radon were placed in the local newspapers of two Massachusetts communities. Homeowner attitudes, knowledge, and responses were monitored in baseline and follow‐up telephone surveys. A third community was selected for comparison. The newspaper series were developed on the basis of previous research and six focus groups conducted with homeowners. The technical series presented authoritative, factual risk information, in the scientific style of the passive voice with generalized and impersonal language. The narrative series consisted of dramatized accounts of individuals making decisions about radon testing and mitigation, written in a more personal style. The findings from the focus groups confirm the results of previous studies, but the small size of the follow‐up samples was a limiting factor in drawing definitive conclusions about the relative effectiveness of the two formats. The experiment demonstrates the difficulty of any risk communication effort on radon and underscores the need for good research design. The study illustrates the need for further research on the role of sociological and cultural factors in the public perception and response to risk.

Suggested Citation

  • Dominic Golding & Sheldon Krimsky & Alonzo Plough, 1992. "Evaluating Risk Communication: Narrative vs. Technical Presentations of Information About Radon," Risk Analysis, John Wiley & Sons, vol. 12(1), pages 27-35, March.
    • Handle: RePEc:wly:riskan:v:12:y:1992:i:1:p:27-35
    DOI: 10.1111/j.1539-6924.1992.tb01304.x
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    References listed on IDEAS

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    1. Harry Otway & Brian Wynne, 1989. "Risk Communication: Paradigm and Paradox," Risk Analysis, John Wiley & Sons, vol. 9(2), pages 141-145, June.
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    Cited by:

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    2. Peter M. Sandman & Paul M. Miller & Branden B. Johnson & Neil D. Weinstein, 1993. "Agency Communication, Community Outrage, and Perception of Risk: Three Simulation Experiments," Risk Analysis, John Wiley & Sons, vol. 13(6), pages 585-598, December.
    3. Mark K. McBeth & Donna L. Lybecker & James W. Stoutenborough, 2016. "Do stakeholders analyze their audience? The communication switch and stakeholder personal versus public communication choices," Policy Sciences, Springer;Society of Policy Sciences, vol. 49(4), pages 421-444, December.
    4. Vivianne H. M. Visschers & Ree M. Meertens & Wim F. Passchier & Nanne K. DeVries, 2007. "How Does the General Public Evaluate Risk Information? The Impact of Associations with Other Risks," Risk Analysis, John Wiley & Sons, vol. 27(3), pages 715-727, June.
    5. Ian G. J. Dawson & Johnnie E. V. Johnson & Michelle A. Luke, 2013. "Helping Individuals to Understand Synergistic Risks: An Assessment of Message Contents Depicting Mechanistic and Probabilistic Concepts," Risk Analysis, John Wiley & Sons, vol. 33(5), pages 851-865, May.
    6. Ricketts, Mitch & Shanteau, James & McSpadden, Breeanna & Fernandez-Medina, Kristen M., 2010. "Using stories to battle unintentional injuries: Narratives in safety and health communication," Social Science & Medicine, Elsevier, vol. 70(9), pages 1441-1449, May.
    7. Branden B. Johnson, 2004. "Varying Risk Comparison Elements: Effects on Public Reactions," Risk Analysis, John Wiley & Sons, vol. 24(1), pages 103-114, February.
    8. Wouter Poortinga & Karin Bronstering & Simon Lannon, 2011. "Awareness and Perceptions of the Risks of Exposure to Indoor Radon: A Population‐Based Approach to Evaluate a Radon Awareness and Testing Campaign in England and Wales," Risk Analysis, John Wiley & Sons, vol. 31(11), pages 1800-1812, November.
    9. Heather Lazrus & Rebecca E. Morss & Julie L. Demuth & Jeffrey K. Lazo & Ann Bostrom, 2016. "“Know What to Do If You Encounter a Flash Flood”: Mental Models Analysis for Improving Flash Flood Risk Communication and Public Decision Making," Risk Analysis, John Wiley & Sons, vol. 36(2), pages 411-427, February.
    10. Thomas Webler & Horst Rakel & Ortwin Renn & Branden Johnson, 1995. "Eliciting and Classifying Concerns: A Methodological Critique," Risk Analysis, John Wiley & Sons, vol. 15(3), pages 421-436, June.
    11. Yang, Y. & Hobbs, J., 2018. "Information Framing Effects in Biotechnology Communication A Comparison between Logical-scientific and Narrative Information," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277010, International Association of Agricultural Economists.
    12. Hutchings, Siobhan, 2024. "Individuals perceptions of electric vehicles and related policy : Findings from an online experiment," Warwick-Monash Economics Student Papers 74, Warwick Monash Economics Student Papers.
    13. Liliana Cori & Olivia Curzio & Gabriele Donzelli & Elisa Bustaffa & Fabrizio Bianchi, 2022. "A Systematic Review of Radon Risk Perception, Awareness, and Knowledge: Risk Communication Options," Sustainability, MDPI, vol. 14(17), pages 1-27, August.
    14. Joseph Steinhardt & Michael A. Shapiro, 2015. "Framing Effects in Narrative and Non‐Narrative Risk Messages," Risk Analysis, John Wiley & Sons, vol. 35(8), pages 1423-1436, August.

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