Recorded presentation

Clifford Scherer, PhD¹, Katherine McComas, PhD¹, and Dolores J. Severtson, MS, RN². (1) Department of Communication, Cornell University, 307 Kennedy Hall, Cornell University, Ithaca, NY 14853, unknown, unknown@unknow.com, (2) School of Nursing, University of Wisconsin-Madison, 600 Highland Avenue, K6/380 CSC, Madison, WI 53792

A number of studies have suggested that the manner by which information is provided, the structure of arguments, the persuasive nature of the message, and the sources used all influence audience response to environmental health messages. Thus, to design effective messages, it is imperative to understand how lay audiences process and understand alternative ways of characterizing environmental health risk assessments and the role of message structure in influencing their perceptions and behaviors. This presentation explores three types of message strategies: (1) Persuasive or "educational" messages, often representing a “synthesis” of health risk assessment experts. This message’s goal is typically to channel the decision-making of the lay audience into specific health protective behaviors. (2) Balanced messages. This type of message, typical of mass media coverage, often presents multiple perspectives or opinions but stops short of advocating a particular position, thus frequently leaving audiences without specific behavioral guidance. (3) Dialectical messages. This type derives its name from dialectics, a mode of argument that uses a series of questions and answers to probe through possibilities and weigh contradictory facts and opinions with a view to their resolution. Messages utilizing this structure include information quite similar to balanced messages but add questioning probes to guide the reader through the process of evaluating and questioning the presented information. This presentation examines these message approaches in the context of environmental health risk communication to offer theoretical and practical guidelines for the design of environmental health risk messages.

Learning Objectives:

• To explore alternative approaches for designing successful environmental health messages.
• To better understand factors related to successful environmental health messages.

Keywords: Risk Communication, Environmental Health

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Recorded presentation