Crisis Communication During the Ebola Outbreak in West Africa: The Paradoxes of Decontextualized Contextualization

Abstract

As organizations involved in the 2014-2016 Ebola virus disease (EVD) outbreak response in West Africa are now drawing lessons from the crisis, the "manufacture of consent" (Burawoy 1979) emerges as an important issue. Recommendations and public health interventions developed during the response were met with suspicion and often resistances by affected populations, pushing involved organizations and actors to reflect about the validity of their risk communication tools and concepts. These difficulties stressed the numerous shortcomings of risk communication practices, which proved inefficient in an unfamiliar social and cultural context. Many reasons can be pointed-out to explain this failure to communicate risks and public health measures effectively under these circumstances. They include: unrealistic goals for communication; lack of integration of social science skills and knowledge in communication guidelines and human resources; underestimation of the breadth of communication-related tasks; over-segmentation and lack of clarity of communication concepts and expertise (risk communication, crisis communication, social mobilization, and health promotion are all but a few of these categories). Among all these possible lines of inquiry, I want to address what can arguably be considered the most fundamental flaw of crisis communication during the West African EVD episode: its inability to take into account and analyze efficiently the context of the intervention.As organizations involved in the 2014-2016 Ebola virus disease (EVD) outbreak response in West Africa are now drawing lessons from the crisis, the "manufacture of consent" (Burawoy 1979) emerges as an important issue. Recommendations and public health interventions developed during the response were met with suspicion and often resistances by affected populations (Fribault 2015), pushing involved organizations and actors to reflect about the validity of their risk communication tools and concepts. These difficulties stressed the numerous shortcomings of risk communication practices, which proved inefficient in an unfamiliar social and cultural context.Many reasons can be pointed-out to explain this failure to communicate risks and public health measures effectively under these circumstances. They include: unrealistic goals for communication; lack of integration of social science skills and knowledge in communication guidelines and human resources; underestimation of the breadth of communication-related tasks; over-segmentation and lack of clarity of communication concepts and expertise (risk communication, crisis communication, social mobilization, and health promotion are all but a few of these categories). Among all these possible lines of inquiry, I want to address what can arguably be considered the most fundamental flaw of crisis communication during the West African EVD episode: its inability to take into account and analyze efficiently the context of the intervention.To discuss this point, I will start by proposing an informed definition-to the extent...

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