Social and Behavioral Sciences Commons^™

Another Part Of The Risk Communicatin Model: Analysis Of Risk Communication Process And Message Content, Michael J. Palenchar, Robert L. Heath

School of Advertising and Public Relations Publications and Other Works

The authors undertook a study to define the messages that exist in 2 communities of risk (e.g., high concentration of chemical facilities) using the principles of fantasy theme analysis and symbolic convergence theory. Through several methodological steps including a document review, interviews, focus groups, and a telephone survey (N = 450), the researchers determined the messages that dominate in the community, and were able to segment them into rhetorical visions based on master analogues. Analysis indicated that persons who adhere to different perspectives or opinions (measured as rhetorical visions) experience different amounts of uncertainty, control, and support or opposition for …