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Mixed Messages in Risk Communication

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  • Cynthia G. Jardine
  • Steve E. Hrudey

Abstract

The exchange of risk information between risk managers and affected parties is frequently hampered by differences in the understanding or interpretation of many words and phrases. Much of the terminology used by risk practitioners may have different “technical” and “colloquial” meanings, resulting in “mixed messages” in risk communication. Several words and concepts commonly used in risk management that may be resulting in these “mixed messages” are discussed. These include primary underlying concepts, such as the various meanings of the word “risk” itself, as well as the perplexity of the notions of “safety vs. zero risk” and “probability”. The potential “mixed messages” of the derived concepts of “significant vs. nonsignificant”, “negative vs. positive results”, “conservative assumptions”, “population vs. individual risk”, “relative vs. absolute risk”, and “association vs. causation” are shown to range from mild confusion to the completely opposite interpretation of these words and expressions. Suggested strategies for recognizing and mitigating the use of words and phrases which may create unnecessary confusion are presented.

Suggested Citation

  • Cynthia G. Jardine & Steve E. Hrudey, 1997. "Mixed Messages in Risk Communication," Risk Analysis, John Wiley & Sons, vol. 17(4), pages 489-498, August.
  • Handle: RePEc:wly:riskan:v:17:y:1997:i:4:p:489-498
    DOI: 10.1111/j.1539-6924.1997.tb00889.x
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    References listed on IDEAS

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    1. Nancy Kraus & Torbjörn Malmfors & Paul Slovic, 1992. "Intuitive Toxicology: Expert and Lay Judgments of Chemical Risks," Risk Analysis, John Wiley & Sons, vol. 12(2), pages 215-232, June.
    2. Katherine E. Rowan, 1994. "Why Rules for Risk Communication Are Not Enough: A Problem‐Solving Approach to Risk Communication," Risk Analysis, John Wiley & Sons, vol. 14(3), pages 365-374, June.
    3. Carolyn S. Konheim, 1988. "Risk Communication in the Real World," Risk Analysis, John Wiley & Sons, vol. 8(3), pages 367-373, September.
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    Cited by:

    1. Branden B. Johnson, 2012. "Experience with Urban Air Pollution in Paterson, New Jersey and Implications for Air Pollution Communication," Risk Analysis, John Wiley & Sons, vol. 32(1), pages 39-53, January.
    2. Wei Qi & Xiumei Guo & Xia Wu & Dora Marinova & Jin Fan, 2018. "Do the sunk cost effect and cognitive dissonance increase risk perception? An empirical study in the context of city smog," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(5), pages 2269-2289, September.
    3. Bret A. Muter & Meredith L. Gore & Shawn J. Riley, 2013. "Social Contagion of Risk Perceptions in Environmental Management Networks," Risk Analysis, John Wiley & Sons, vol. 33(8), pages 1489-1499, August.
    4. Xia Wu & Wei Qi & Xi Hu & Shanshan Zhang & Dingtao Zhao, 2017. "Consumers’ purchase intentions toward products against city smog: exploring the influence of risk information processing," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 88(1), pages 611-632, August.
    5. Max Boholm, 2019. "Risk and Quantification: A Linguistic Study," Risk Analysis, John Wiley & Sons, vol. 39(6), pages 1243-1261, June.

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