Risk Perception and the Public Acceptance of Drones

Abstract

Unmanned aircraft, or drones, are a rapidly emerging sector of the aviation industry. There has been limited substantive research, however, into the public perception and acceptance of drones. This article presents the results from two surveys of the Australian public designed to investigate (1) whether the public perceive drones to be riskier than existing manned aviation, (2) whether the terminology used to describe the technology influences public perception, and (3) what the broader concerns are that may influence public acceptance of the technology. We find that the Australian public currently hold a relatively neutral attitude toward drones. Respondents did not consider the technology to be overly unsafe, risky, beneficial, or threatening. Drones are largely viewed as being of comparable risk to that of existing manned aviation. Furthermore, terminology had a minimal effect on the perception of the risks or acceptability of the technology. The neutral response is likely due to a lack of knowledge about the technology, which was also identified as the most prevalent public concern as opposed to the risks associated with its use. Privacy, military use, and misuse (e.g., terrorism) were also significant public concerns. The results suggest that society is yet to form an opinion of drones. As public knowledge increases, the current position is likely to change. Industry communication and media coverage will likely influence the ultimate position adopted by the public, which can be difficult to change once established.

SMS Derived vs. Public Perceived Risk in Aviation Technology Acceptance (Literature Review)

“…Of the 31 factors, perceived risk was the most frequently occurring variable and the one that was investigated the most in those studies. Clothier, Greer, Greer and Mehta (2015) and La Porte and Metlay (1975a) also agree on the significance of perceived risk when compared to other factors. Dobbie and Brown (2014) echo the sentiment that perceived risk is a hindrance in technology acceptance.…”

“…Also, terminology presented in one location may not be appropriate in another (Petts et al, 2002). Interestingly, Clothier et al (2015) contrarily found no link between terminology and perceived risk. Simply presenting media in the wrong context can also present problems.…”

“…There are several communication methods such as broadcast media, printed information, and face-to-face interaction. Clothier et al (2015), found media to be very influential in individual perceived risk when little is known about the subject. Media timing is critical, though, because once perceived risk attitudes are formed, media has little effect.…”

“…For example, nuclear war images negatively affected perceived risk regarding nuclear power (Slovic et al, 1991). Clothier et al (2015) and Sanquist et al (2008) found that media communication can be very influential in forming perceived risk opinions, especially when there is little subject knowledge. Moussaïd (2013) supports this premise stating that individuals often seek media information to fill knowledge gaps with the amount dictated by existing knowledge.…”

“…Media timing is critical, though, because once perceived risk attitudes are formed, media has little effect. Therefore, it is imperative that proactive media include a balance of applications, capabilities, risks, and benefits to be effective in perceived risk forming stages (Clothier et al, 2015). The second media form is printed material designed to inform the public about unknown risks ideally spanning the gap between expert risk and public or layman perceived risk similar to an SMS gap analysis (Visschers et al, 2007).…”