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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media National Science Foundation, NSF 06-595, #0809470 Nanotechnology Interdisciplinary Research Team (NIRT): Intuitive Toxicology and Public Engagement Information adapted from White Paper: Communicating Risk in the 21st Century David M. Berube with Brenton Faber, Dietram Scheufele and Christopher Cummings, Grant Gardner, Kelly Martin and Nicholas Temple
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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media Public participates in 3 acts: consumption, production and sharing (Shirky, 2008) Comparable accuracy of Wikipedia to The Encyclopedia Britannica for articles on scientific subjects (Nature, Giles, 2005).
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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media
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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media In 2005: 6 % of entire U.S. population had created a blog 16 % regularly were reading blogs Nearly a quarter of Americans (23 percent) say they regularly or sometimes read blogs about politics or current events (PEW, 2008)
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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media Days after 9/11 (Lanfield, 2002) Half of internet users experienced problems accessing traditional news sites Accessed: alternative news sites, international news sites, government and NGO websites (Red Cross) Citizens posted personal accounts, photographs, and video footage of the tragedy Journalists participated in internet chat rooms & online bulletin boards looking for eyewitness accounts
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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media Internet: information flows faster, covers more sources and more accessible (Krimsky, 2007) Traditional media might amplify a message, digital media provides opportunity to attenuate a message Opportunities for risk communicators 1)False or exaggerated info, communicated to public before experts can communicate views 2)Risk communicators have same opportunity to communicate quickly and effectively to the public
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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media Conclusions Make proactive efforts to re-frame messages through various forms of media—traditional and digital Need to consider using untraditional venues entertaining docudramas, social networking sites podcasts, blogs and internet portals.
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Society of Risk Analysis Annual Meeting Boston - 2008 Communicating Risk: Amplification, Attenuation & Digital Media Thank you! Kelly Martin kelly_martin@ncsu.edu
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