How do laypersons think about the risks related to radon exposure, prescription drugs, AIDS, low-level electromagnetic fields and other science- and health-related issues? What are the characteristics of an effective risk communication campaign?
This course considers the role of communication in public perceptions of risk. We will examine methods for assessing laypersons' cognitive models of risk and for developing effective risk communication strategies. Because much risk information is inherently probabilistic, we will explore laypersons' understandings of probability and consider various strategies for communicating probabilistic information, paying special attention to visual and verbal representations of risk. We will consider strategies for involving the public in risk decision-making, and explore the role of popular media in cultivating risk perceptions. The course will include extensive analysis of risk communication campaigns and documents, from print brochures to recent multimedia and Internet initiatives in risk communication.