1992
DOI: 10.1111/j.1539-6924.1992.tb01304.x
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Evaluating Risk Communication: Narrative vs. Technical Presentations of Information About Radon

Abstract: This paper reports on an experiment to test the hypothesis that people respond better to risk communication that reflects more closely the conditions of their social and cultural lives. The experiment used the case of radon to determine whether technical or narrative forms of risk communication were more effective at drawing people's attention, imparting information, and modifying behavior. Two series of articles on radon were placed in the local newspapers of two Massachusetts communities. Homeowner attitudes… Show more

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Cited by 98 publications
(68 citation statements)
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“…For example, anecdotal evidence suggests that the intense images and theme music from the movie Jaws (1975) continue to affect people's intuitive assessments of the risk of shark attacks. Several other studies have addressed the power of images, versus verbal or other information formats, in eliciting affective responses (e.g., Golding et al, 1992;Loewenstein, 1996;Slovic et al, 1998;Jenkins-Smith, 2001;Leiserowitz, 2006), yet this is not the place for an extensive review of that literature.…”
Section: Availability Heuristicmentioning
confidence: 96%
“…For example, anecdotal evidence suggests that the intense images and theme music from the movie Jaws (1975) continue to affect people's intuitive assessments of the risk of shark attacks. Several other studies have addressed the power of images, versus verbal or other information formats, in eliciting affective responses (e.g., Golding et al, 1992;Loewenstein, 1996;Slovic et al, 1998;Jenkins-Smith, 2001;Leiserowitz, 2006), yet this is not the place for an extensive review of that literature.…”
Section: Availability Heuristicmentioning
confidence: 96%
“…It would also provide an opportunity to incorporate narrative messages (such as testimonies of participants in this study), which hold people's attention more effectively and more easily address the concerns of people compared to a technical paper mainly based on scientific facts. 27 In this intervention, however, parents or educators did not raise concerns about this issue.…”
Section: Resultsmentioning
confidence: 99%
“…), indicando a representação do perigo de uma forma geral como comunicação de macro riscos, enquanto denomina comunicação de micro riscos aquela que indica quanto esse "problema" é relevante para aquele indivíduo. Completando essa informação e considerando o formato técnico como mais próximo de números e tabelas e o narrativo como descrição verbal do mesmo problema, Golding et al (1992) demonstraram que uma reportagem que tratava dos perigos do gás Radon com informações apresentadas de forma técnica (dados téc-nicos, estatísticas etc.) era mais atrativa para os leitores de um jornal diário do que uma versão narrativa da mesma estória (contendo fatos pitorescos, entrevistas etc.).…”
Section: Atitude Em Relação a Riscosunclassified