Communicating Food Risks in an Era of Growing Public Distrust: Three Case Studies

The communication and regulation of risk has changed significantly over the past 30 years in Europe and to a noticeable but lesser extent in the United States. In Europe, this is partly due to a series of regulatory mishaps, ranging from mad cow disease in the United Kingdom to contamination of the blood supply in France. In the United States, general public confidence in the American government has been gradually declining for more than three decades, driven by a mix of cultural and political conflicts like negative political advertising, a corrosive news media, and cuts in regulatory budgets. While the former approach is based on an objective assessment of the risk, the latter is driven more by the perception of the risk, consumer sentiment, political will, and sectoral advocacy. In this article, the author examines three U.S.‐based food case studies (acrylamide, bisphenol A, and artificial food colorings) where regulations at the local and state levels are increasingly being based on perceived risk advocacy rather than on the most effective response to the risk, be it to food safety or public health, as defined by regulatory interpretation of existing data. In the final section, the author puts forward a series of recommendations for how U.S.‐based regulators can best handle those situations where the perceived risk is markedly different from the fact‐based risk, such as strengthening the communication departments of food regulatory agencies, training officials in risk communication, and working more proactively with neutral third‐party experts.     

Communicating Geographical Risks in Crisis Management: The Need for Research

In any crisis, there is a great deal of uncertainty, often geographical uncertainty or, more precisely, spatiotemporal uncertainty. Examples include the spread of contamination from an industrial accident, drifting volcanic ash, and the path of a hurricane. Estimating spatiotemporal probabilities is usually a difficult task, but that is not our primary concern. Rather, we ask how analysts can communicate spatiotemporal uncertainty to those handling the crisis. We comment on the somewhat limited literature on the representation of spatial uncertainty on maps. We note that many cognitive issues arise and that the potential for confusion is high. We note that in the early stages of handling a crisis, the uncertainties involved may be deep, i.e., difficult or impossible to quantify in the time available. In such circumstance, we suggest the idea of presenting multiple scenarios.     

Communicating about the Risks and Benefits of Genetically Modified Foods: The Mediating Role of Trust

Recent research suggests that public attitudes toward emerging technologies are mainly driven by trust in the institutions promoting and regulating these technologies. Alternative views maintain that trust should be seen as a consequence rather than a cause of such attitudes. To test its actual role, direct as well as mediating effects of trust were tested in an attitude change experiment involving 1,405 consumers from Denmark, Germany, Italy, and the United Kingdom. After prior attitudes to genetic modification in food production had been assessed, participants received different information materials (either product-specific information or balanced/general information about genetic modification in food production) and were asked to evaluate different types of genetically modified foods (either beer or yoghurt). The information materials were attributed to different information sources (either an industry association, a consumer organization, or a government source). After completion, perceived risk and perceived benefit were assessed, and participants indicated their trust in the information sources to which the materials had been attributed. Direct and trust-mediated attitude change effects were estimated in a multi-sample structural equation model. The results showed that information provision had little effect on people's attitudes toward genetically modified foods, and that perceptions of information source characteristics contributed very little to attitude change. Furthermore, the type of information strategy adopted had almost no impact on postexperimental attitudes. The extent to which people trusted the information sources appeared to be driven by people's attitudes to genetically modified foods, rather than trust influencing the way that people reacted to the information. Trust was not driving risk perception-rather, attitudes were informing perceptions of the motivation of the source providing the information.     

Does a Reactor Need a Safety Backfit? Case Study on Communicating Decision and Risk Analysis Information to Managers

An approach to communicating decision and risk analysis findings to managers is illustrated in a real case context. This article consists essentially of a report prepared for senior managers of the Nuclear Regulatory Commission to help them make a reactor safety decision. It illustrates the communication of decision analysis findings relating to technical risks, costs, and benefits in support of a major risk management decision: whether or not to require a safety backfit. Its focus is on the needs of decision makers, and it introduces some novel communication devices.     

A Risk Analysis Approach to Prioritizing Epidemics: Ebola Virus Disease in West Africa as a Case Study

The 2014 Ebola virus disease (EVD) outbreak affected several countries worldwide, including six West African countries. It was the largest Ebola epidemic in the history and the first to affect multiple countries simultaneously. Significant national and international delay in response to the epidemic resulted in 28,652 cases and 11,325 deaths. The aim of this study was to develop a risk analysis framework to prioritize rapid response for situations of high risk. Based on findings from the literature, sociodemographic features of the affected countries, and documented epidemic data, a risk scoring framework using 18 criteria was developed. The framework includes measures of socioeconomics, health systems, geographical factors, cultural beliefs, and traditional practices. The three worst affected West African countries (Guinea, Sierra Leone, and Liberia) had the highest risk scores. The scores were much lower in developed countries that experienced Ebola compared to West African countries. A more complex risk analysis framework using 18 measures was compared with a simpler one with 10 measures, and both predicted risk equally well. A simple risk scoring system can incorporate measures of hazard and impact that may otherwise be neglected in prioritizing outbreak response. This framework can be used by public health personnel as a tool to prioritize outbreak investigation and flag outbreaks with potentially catastrophic outcomes for urgent response. Such a tool could mitigate costly delays in epidemic response.     

Food Risks on the Web: Analysis of the 2017 Fipronil Alert in the Italian Online Information Sources

In the summer of 2017, several European Union Member States were involved in a food alert caused by the presence of fipronil pesticide residues in chicken eggs. The food alert became a major news and received wide coverage both in the mass media and on the Internet. This article describes a study that analyzed how the Italian online information sources represented the fipronil alert, using web monitoring techniques and both manual and automatic content analysis methods. The results indicate that the alert was amplified because general news media could represent the alert within the frame of a political scandal, and because different social actors exploited the case. However, online information sources correctly communicated that the risks for consumers were low, reporting mainly what was officially communicated by the Italian health authorities. The study provides empirical evidence on how the online information sources represent food risks and food alerts and offers useful indications for health authorities in charge of the public communication of food risks.     

A Neural Network-Based Method for Risk Factor Analysis of West Nile Virus

There is a lack of knowledge about which risk factors are more important in West Nile virus (WNV) transmission and risk magnitude. A better understanding of the risk factors is of great help in developing effective new technologies and appropriate prevention strategies for WNV infection. A contribution analysis of all risk factors in WNV infection would identify those major risk factors. Based on the identified major risk factors, measures to control WNV proliferation could be directed toward those significant risk factors, thus improving the effectiveness and efficiency in developing WNV control and prevention strategies. Neural networks have many generally accepted advantages over conventional analytical techniques, for instance, ability to automatically learn the relationship between the inputs and outputs from training data, powerful generalization ability, and capability of handling nonlinear interactions. In this article, a neural network model was developed for analysis of risk factors in WNV infection. To reveal the relative contribution of the input variables, the neural network was trained using an algorithm called structural learning with forgetting. During the learning, weak neural connections are forced to fade away while a skeletal network with strong connections emerges. The significant risk factors can be identified by analyzing this skeletal network. The proposed approach is tested with the dead bird surveillance data in Ontario, Canada. The results demonstrate the effectiveness of the proposed approach.     

Discovering Spatio-Temporal Models of the Spread of West Nile Virus

Emerging infectious diseases are characterized by complex interactions among disease agents, vectors, wildlife, humans, and the environment. Since the appearance of West Nile virus (WNV) in New York City in 1999, it has infected over 8,000 people in the United States, resulting in several hundred deaths in 46 contiguous states. The virus is transmitted by mosquitoes and maintained in various bird reservoir hosts. Its unexpected introduction, high morbidity, and rapid spread have left public health agencies facing severe time constraints in a theory-poor environment, dependent largely on observational data collected by independent survey efforts and much uncertainty. Current knowledge may be expressed as a priori constraints on models learned from data. Accordingly, we applied a Bayesian probabilistic relational approach to generate spatially and temporally linked models from heterogeneous data sources. Using data collected from multiple independent sources in Maryland, we discovered the integrated context in which infected birds are plausible indicators for positive mosquito pools and human cases for 2001 and 2002.     

The Effects of Community Pluralism on Press Coverage of Health Risks from Local Environmental Contamination

Based on the conflict/consensus model of Tichenor, Donohue and Olien, we proposed that mass mediated information signalling that local agents are contaminating the local environment and posing health risks is conflict-generating information and, therefore, will be controlled in the interest of community stability. We expected such control to vary by community structure. A content analysis of nine months of coverage by 19 newspapers supported the hypothesis that papers in more pluralistic communities were more likely than papers in less pluralistic communities to link contamination from local agents to threats to human health in the community and to frame such stories as problems. Newspapers in less pluralistic communities were more likely to frame local contamination in the context of solutions to the problem and were more likely to link contamination to health risks if the contamination were in a distant community.     

Communicating Contaminant Risks from Sport-Caught Fish: The Importance of Target Audience Assessment

A fish consumption health advisory has existed for New York Lake Ontario sport-caught fish since 1978. Our study objectives were to evaluate the effectiveness of the advisory for reaching potential target audiences and to identify appropriate advisory content, style, and dissemination methods using a risk communication planning model as an evaluation framework. We used a combination of mail surveys and personal interviews with three target audiences (opinion leaders among recreational anglers and charter boat operators, migrant farm workers, and low-income individuals) and two communicator groups (fishery experts and health care experts). The New York Lake Ontario advisory appeared to be successful in reaching and encouraging risk-mitigating fish consumption behavior in recreational angler opinion leaders and low-income individuals but not in migrant farm workers. The advisory may not be reaching two sensitive subpopulations, women of childbearing age and children. Communicators and target audiences differed in their assessments of important information to include in an advisory. The health advisory could be improved with additional information such as risk-reducing cooking and cleaning methods and by diversifying the dissemination methods to reach the variety of audiences who potentially consume Lake Ontario fish.     

Analyzing Risk Response Dynamics on the Web: The Case of Hurricane Katrina

Using a unique data set that documented the hourly web-surfing behavior of over 140,000 Internet users in five southeastern states in August 2005, we explore the dynamics of information gathering as Hurricane Katrina developed and then hit South Florida and the Northern Gulf Coast. Using both elementary statistical methods and advanced techniques from functional data analysis,^{( 1 )} we examine both how storm events (such as the posting of warnings) affected traffic to weather-related websites, and how this traffic varied across locations and by characteristics of the web user. A general finding is that spatial-temporal variation in weather-site web traffic generally tracked the timing and scale of the storm threat experienced by a given area. There was, however, considerable variation in this responsiveness. Residents in Florida counties that had been most directly affected by Hurricane Dennis just a month earlier, for example, displayed more active visitation rates than those who had been less affected. We also find evidence of a gender effect where male users displayed a disproportionately larger rate of visitation to weather sites given the onset of storm warnings than females. The implications of this work for the broader study of behavioral risk response dynamics during hazards are explored.     

What Motivates Individuals to Protect Themselves from Risks: The Case of Wildland Fires

This research investigates the cognitive perceptual process that homeowners go through when faced with the decision to protect themselves from the risk of wildfires. This decision can be examined by looking at the interaction between the integrated protection motivation theory-transtheoretical model and different levels of homeowners' subjective knowledge related to wildfire risks. We investigated the role of motivation, decision stages of risk readiness, and subjective knowledge on the number of risk-mitigating actions undertaken by homeowners living in high-risk communities. The results indicate that homeowners who are in an early or precontemplative stage (both low and high subjective knowledge) as well as low knowledge contemplatives are motivated by their perceived degree of vulnerability to mitigate the risk. In contrast, high knowledge contemplatives' potential behavioral changes are more likely to be motivated by increasing their perceptions of the severity of the risk. Risk-mitigating behaviors undertaken by high knowledge action homeowners are influenced by their perceptions of risk severity, self-efficacy, and response efficacy. In contrast, the low knowledge action homeowners engage in risk reduction behaviors without the influence of any of the PMT variables; demonstrating their motivation to emulate others in their community. These results have implications for the type of information that should be used to effectively communicate risks in an effort to influence the diverse homeowner segments to engage in risk-reduction behaviors.     

Risk Perception and Risk Talk: The Case of the Fukushima Daiichi Nuclear Radiation Risk

Individuals’ perceptions and their interpersonal communication about a risk event, or risk talk, can play a significant role in the formation of societal responses to the risk event. As they formulate their risk opinions and speak to others, risk information can circulate through their social networks and contribute to the construction of their risk information environment. In the present study, Japanese citizens’ risk perception and risk talk were examined in the context of the Fukushima Daiichi nuclear radiation risk. We hypothesized and found that the risk information environment and risk literacy (i.e., competencies to understand and use risk information) interact to influence their risk perception and risk talk. In particular, risk literacy tends to stabilize people's risk perceptions and their risk communications. Nevertheless, there were some subtle differences between risk perception and communication, suggesting the importance of further examination of interpersonal risk communication and its role in the societal responses to risk events.     

Public Perception of the Risks of Floods: Implications for Communication

Floods in the U.S. kill an average of 162 people each year and cause $3.4 billion in property damage. Flood control programs have been successful in lowering, but not eliminating, the risks to lives and property. Since the late 1960s, the federal government has emphasized flood insurance as a primary tool for improving location and flood-proofing decisions, as well as for reimbursing flood losses. Since only 12.7% of houses in flood plain areas are covered by flood insurance, the program has been ineffective. We interviewed people living in three communities that had recently been flooded. Most people had little knowledge of the cause of floods or what could be done to prevent damage. People who work and who are better educated know more and are more likely to have flood insurance. Current government publications about flood risks are not likely to be understood by those at risk. There is little effective communication about the nature and magnitude of the risks and what individuals can do to protect their lives and property and lower their financial risks. The risk management program should both emphasize communication and enforcement of the current law requiring people at risk who hold federally funded loans to be insured.     

Interdisciplinary Vision: The First 25 Years of the Society for Risk Analysis (SRA), 1980–2005

In early 1979 Robert B. Cumming recognized the growing need for risk researchers and practitioners to publish their work in a dedicated professional journal. This led to the formation of an organization to support such a journal, with the Certificate of Incorporation for the Society for Risk Analysis (SRA) made official on August 28, 1980. The first issue of Risk Analysis: An International Journal appeared in March 1981. This article reviews the history of the SRA's first 25 years. It reviews the SRA's formation and growth, provides analyses of its major products (the journal, newsletter, conferences, and meetings), and discusses its impact. This article relies on published literature and a history of the SRA's first 20 years written by two of the authors. This history covers the SRA's many successes, which demonstrate the strength and vitality of the organization and provide optimism for its future. These successes include this journal, which published over 2,150 papers between March 1981 and this December 2005 issue. The successes also include its stable membership of approximately 2,000 members from 43 countries, well-attended annual meetings, and increasing support for true international growth as demonstrated by international risk forums like the World Congress on Risk held in Brussels in June 2003. Similarly, the history also covers the SRA's challenges and difficulties, with the recognition that these provide both an important context about the organization and the opportunity to learn from past experiences. These include the challenges associated with spin-off organizations that decreased the SRA membership in some disciplinary areas, notably in engineering and exposure assessment. This history also includes quantitative analyses of the contents of the first 25 years of Risk Analysis: An International Journal. The results show significant growth in the number of articles published each year, starting with approximately 30 articles published in the first few years to over 120 articles per year now. They also show a relatively even distribution of articles in the life, physical, and social sciences, which demonstrate the sustained commitment of the SRA and the journal to support interdisciplinary risk-related research. The SRA organizational structure currently includes two sections (SRA-Europe and SRA-Japan), 22 Chapters, and nine Specialty Groups, and the structure remains somewhat in flux. We present this history in five sections that cover major themes: (1) SRA formation, (2) membership and organization, (3) publications, (4) meetings, and (5) thematic issues. Like any organization of its size, the SRA boasts a long and diverse history, and no article can possibly capture it all. We hope that in documenting the first 25 years, we strengthen the SRA by providing some perspective on its roots and a rigorous quantitative analysis of some of its products.     

The Risks of "Putting the Numbers in Context": A Cautionary Tale

Despite the warnings of risk communication specialists, members of the technical community often urge that technological risks should be "put in context" by comparisons against risks that are more familiar. Little quantitative evidence is available on the actual behavioral consequences of such risk comparison efforts. In the present study, subjects were presented with two types of information about a hazardous waste incinerator–a simplified statistical summary and a comparison of incinerator risks against the risks of smoking. Statistical information led to a modest increase in the reported willingness to vote in favor of the incinerator in a community referendum, but the comparison against cigarettes led to a slight decrease in support; the difference between the two messages is statistically significant ( p <.001). In combination with other results, this study's findings suggest that an implicit assumption of risk comparisons is in error: Opposition to controversial technologies may have little to do with citizens' levels of information about technology, having more to do with citizens' levels of trust in governmental and industrial actors.     

When Precaution Creates Misunderstandings: The Unintended Effects of Precautionary Information on Perceived Risks,the EMF Case

In the past decade, growing public concern about novel technologies with uncertain potential long‐term impacts on the environment and human health has moved risk policies toward a more precautionary approach. Focusing on mobile telephony, the effects of precautionary information on risk perception were analyzed. A pooled multinational experimental study based on a 5 × 2 × 2 factorial design was conducted in nine countries. The first factor refers to whether or not information on different types of precautionary measures was present, the second factor to the framing of the precautionary information, and the third factor to the order in which cell phones and base stations were rated by the study participants. The data analysis on the country level indicates different effects. The main hypothesis that informing about precautionary measures results in increased risk perceptions found only partial support in the data. The effects are weaker, both in terms of the effect size and the frequency of significant effects, across the various precautionary information formats used in the experiment. Nevertheless, our findings do not support the assumption that informing people about implemented precautionary measures will decrease public concerns.     

Financial Instruments for Mitigation of Flood Risks: The Case of Florence

This article analyzes the mechanisms and effects of innovative financial instruments that a central public administration (CPA) may adopt to minimize the flood risk in particularly exposed regions. The pattern we suggest assumes that in risky areas the CPA can issue two financial instruments, called project options and CAT‐bonds, producing a dynamic interaction among three types of agents: the CPA itself, the local public administrations, and private investors. We explore the possible scenarios of such interaction and the conditions under which the CPA's goal of maximal risk reduction is attained. This pattern is proposed for flood risk mitigation in the city of Florence, where the model dynamics are tested assuming parameters obtained from engineering studies.     

Perception of Risks From Electromagnetic Fields: A Psychometric Evaluation of a Risk-Communication Approach

Potential health risks from exposure to power-frequency electromagnetic fields (EMF) have become an issue of significant public concern. This study evaluates a brochure designed to communicate EMF health risks from a scientific perspective. The study utilized a pretest-posttest design in which respondents judged various sources of EMF (and other) health and safety risks, both before reading the brochure and after. Respondents assessed risks on dimensions similar to those utilized in previous studies of risk perception. In addition, detailed ratings were made that probed respondents' beliefs about the possible causal effects of EMF exposure. The findings suggest that naive beliefs about the potential of EMF exposure to cause harm were highly influenced by specific content elements of the brochure. The implications for using risk-communication approaches based on communicating scientific uncertainty are discussed.