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Principles of Risk
Risk and the Media (and other influences)
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Influences on Risk Perception (1)
• Our perceptions of the magnitude of risk are influenced byfactors other than numerical data
• Risks perceived to be voluntary are more accepted than
risks perceived to be imposed• Risks perceived to be under an individual's control are
more accepted than risks perceived to be controlled byothers
• Risks perceived to be have clear benefits are moreaccepted than risks perceived to have little or no benefit
• Risks perceived to be fairly distributed are more acceptedthan risks perceived to be unfairly distributed
(Fischhoff et al . 1981)
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• Risks perceived to be natural are more accepted than
risks perceived to be manmade
• Risks perceived to be statistical are more accepted than
risks perceived to be catastrophic
• Risks perceived to be generated by a trusted source are
more accepted than risks perceived to be generated by an
untrusted source
• Risks perceived to be familiar are more accepted than
risks perceived to be exotic
• Risks perceived to affect adults are more accepted than
risks perceived to affect children
(Fischhoff et al . 1981)
Influences on Risk Perception (2)
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The Media & Risk Reporting
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The Media
• Newspapers – National & regional
– Broadsheet, mid-market, tabloid
• TV & radio news
• TV & film drama
• Magazines & trade press
• Audience size and profile
• Commercial / public service
• Ownership / political bias - interests
• Free / censored
Four main news agencies - AP, UPI, Reuters and Agence-France Presse
- together claim to provide 90% of the total news output of the world‟s press, radio and television
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Headlines
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Headlines
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The New Media
• Web sites
• Blogs
• Social networks
• Mobile telephones
• „Privatised‟
• Anyone can now contribute to the news media
• Personal focus
• Networks & the strength of weak ties
• Six degrees of separation concept
• Diffusion – word of mouth – amplification
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The Media and Agenda-Setting (2)
• The power of the media – Gate-keeping – the media have control over what content is
covered – identifying the key issues
– Priming – the media control the amount of time and space given to
certain issues – identifying the relative importance of the issues – Framing – the media defines how issues are „packaged‟ and
thereby influence their interpretation
• central to second-level agenda setting
• "The evidence… that voters tend to share the media'scomposite definition of what is important strongly suggests
an agenda-setting function of the mass media.“ (McCombs
and Shaw, 1972)
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What Prompts the UK News?
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Share of Voice
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Share of Voice
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Media Influence & Risk
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Questions About Risk Perception
What can we say about how media influencespublic perception of risk?
– Are risk „agendas‟ set by the media?
– How much of risk perception is due to themedia?
– Which elements of risk perception are influenced
by the media?
– How does the media „frame‟ risk issues?
– Is there any difference in perception when riskcommunication via the media is intentional and
deliberate?
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Social Amplification of Risk Framework (SARF)
• Conceptual framework conceived in late the 1980s inthe USA
• Media are important transmitters of information
• Media is a potential amplification station – Increases the volume of information
– Increases salience of certain aspects of the message
• There is a ripple effect as the information spreads
through layers of interest groups
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Social Amplification of Risk Framework
(SARF)
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SARF & Risk Acceptability
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Criticisms of SARF
• Media literature does not wholly support theamplification theory (more salience)
• Suggests the media is homogeneous and de-
contextualised• Suggests the public is passive
• Not relevant to the British media (?)National reach
Differences of opinion
Role of tabloids
Role of the BBC
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An Alternative View
• Risk is a „field of contest‟
• Government agencies, corporations and civil groups
compete to advance their definition of the situation and
to secure public support
• The media role is
– To act as a channel of communication
– To provide a mechanism of public feedback
– To articulate public opinion
– To provide a site of debate and discussion
– To act as a watchdog
– To actively campaign in their own right
HSE Research Report, 2000
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Framing Theory
• Santos (2004) argues that to frame is to select certain issues to
make them more salient in order to present a particular angle that
influences „meaning making‟
• "Framing is the process by which a communication source, suchas a news organization, defines and constructs a political issue or
public controversy" (Nelson, Oxley, & Clawson, 1997)
• "Every frame defines the issue, explains who is responsible, and
suggests potential solutions. All of these are conveyed by images,stereotypes, or anecdotes." (Ryan, 1991)
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What is a Frame?
• Elements typically foundin news segments thatmay signal meaning: – metaphors
– messengers
– visuals – messages
– stories
– numbers
– context
• Frames are often activelyselected with a specificaudience in mind
• Frames can be created by themedia and by those
organisations they arereporting on
• It is helpful if your preferredframe is supported by themedia
„the media tend „…to accept theframes provided by the dominant institutions currently active in thedebate‟ (Singer and Endreny, 1987)
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Framing News on Risks
• Journalists need to answer the question „What havewe here?‟
• They draw on past incidents that appear to be similar and which audiences are likely to remember
• Rather than thinking of news stories as reports about
distinct and separate events (as implied in SARF) it ismore useful to think of them as episodes in acontinuing narrative, built around sets of master themes and central images
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Thinking About Framing
• How do you frame your risk issue?
• How does the public frame the issue?
• How does the media frame the issue?
• Is one affected by the other? – Public Media
– Media Public
• Do either of these support or contest your frame of theissue?
• How does their framing affect their choices & actions?• Is it possible to reframe your issue in the public or media
arenas?
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Train accidents
GM Foods
Air Pollution
Source of Knowledge Varies
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Trust & the Media
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Trust & the Media
• It is generally agreed that it is far easier to destroy trust than it is to
create it or re-create it
• “Just as individuals give greater weight and attention to negativeevents, so do the news media. Much of what the media reports is
bad (trust-destroying) news”
• Another issue is “…the rise of powerful special interest groups, well -
funded (by a fearful public) and sophisticated in using their ownexperts and the media to communicate their concerns and their
distrust to the public to influence risk policy debates and decisions”
Slovic, 1999
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Who Do We Trust?
Source: Environment Agency
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Who Do We Trust?
Who does the public trust?
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Trust by Risk Issue
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Trust by Risk Issue
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Recent example:
“Hospital Superbugs”
October 2007
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