Informing the Public About Uncertain Risks

Many problems arise in connection with the communication of risk information. In this article the content of the information communicated is taken as a starting-point for analyzing the risk communication process. We studied the way in which authorities communicated health risks to local residents in Dutch soil pollution situations and found that communication problems were characterized more by misunderstanding and conflict between parties with different views and interests than by a lack of understanding. Therefore, it is important to look more closely at the way the communicators of information (in our cases, officials) select risk information from risk assessments, and to study the effects that the information selected has on the receivers (in our cases, residents). Both the process of selection by the officials and the process of interpretation by the residents will be shown to be influenced by the different institutional backgrounds. The article presents a new approach to risk communication. Both the risk information presented by the authorities and the public reactions to this risk information are considered to reflect the institutional background of authorities and residents, and can be analyzed in these terms. Such an approach has consequences for the study of risk communication and the manner in which it is practiced.