Communication strategy and risk perception


Not only that providing information about the risk is essential but also the way information is provided is just as important. The “neutral” framing of information is not necessarily the best way to present risk information to citizens. The information should be framed in a way to maximize citizens' wellbeing (Slovic et al., 2002). That means that the information about risk should have an affective code rendering it more salient and meaningful (Finucane & Holup, 2006). For example, some authors propose using different symbols to emphasize important information, using letter grades to mark safety data or adding affective descriptions alongside numbers (i.e. excellent, good; Finucane & Holup, 2006; Slovic et al., 2002). The main idea is to add an affective note to otherwise purely numerical information in order to address the citizens' experiential system.

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