Pidgeon et al.
Pidgeon et al. :
Cited in Horlick-Jones and Jones 1993, 31. Conclude that there are four different conceptual approaches to risk communication: (1) Scientific communications – ‘top-down’ or one-way transmission of some message about a hazard from a particular ‘expert’ source to a target ‘non-expert’ audience. (2) Two-way exchange – an interactive process that recognizes the important role that feedback plays in any complex communication. (3) Wider institutional and cultural contexts stressed – communicator takes account of the actions of risk management institutions, possible conflicting messages, and the history of the hazard in question. (4) Risk communication as part of a wider political process – the process as a prerequisite to the enabling and empowerment of risk-bearing groups”. (Pearce 2000, Chapter 3, 16)
