Four patterns of choice, describe how people choose to respond to a risk.
1. Absorb
2. Accept
3. Reduce
4. Change
Absorb
View the risk as unproblematic or deny it outright.
The probability is deemed too low to worry about.
Fate is determined by the capacity to absorb losses. Example: San Andreas fault
Accept
There is awareness of the hazard (no denial).
Passive attitude (there is little that can be done to reduce the impacts).
Hazards are often viewed as an act of God.
Example: Nigeria drought
Reduce
There is awareness of the hazard (no denial).
The action is taken to reduce the impacts.
Typically there is reactive response and some preparation.
Usually people stay in place.
Example: flooding events, snow and wind related hazards
,Change
There is awareness of the hazard (no denial).
Radical action may be taken (move away or change the land use).
Example: Australia drought
Social Amplification of Risk
sometimes minor risk events produce massive public reactions.
Evocative hazards
These are hazards that are not likely to be serious but typically evoke much
public reaction.
Ex: Canadians using pesticides for lawn care
Banal hazards
These are hazards that are known to be relatively more serious but typically
evoke little public reaction.
Ex; eating peanut butter once every 10 days provides a cancer risk of 7 in 1
million which may seem small, but is larger than most other pesticide risks
Amplification of risk
Involves hazards that have a low probability as assessed by experts.
Elicit strong public concern
Attenuation of risk
Involves hazards that may have serious physical impacts and a relatively higher
probability.
Elicits weak public concern
Amplification and attenuation of risk
1. Transmitter; Generates and sends the message
2. Signal; The message itself
, 3. Receiver; The target audience for message signals.
The original signal may be modified by the time its received
Signal value
Signals can be prescribed values by the receiver.
This is related to the characteristics of the event and the hazard it reflects.
High signal values may suggest that a new risk has appeared or that the risk is
different than previously understood.
[unique hazard, vs. reoccuring hazard]
Examples of signal value
A large accident that takes many lives may have a low signal value if it occurs
as part of a familiar and understood system (such as a car crash).
A small accident in an unfamiliar or poorly understood system (nuclear power
plant, lab) may have high signal value and cause concern since people, may
perceive the risk cannot be controlled
Stigmatization
This is a process by which negative images are ascribed to places, technologies,
or people.
The risk perception of a future event in the area could be altered simply because
of past events there.
Example: Love Canal, ppl still dont want to stay there because of the stigma.
Spread of impact
Impacts can spread like ripples and often extend well beyond the local area.
Entire countries, technologies (medications), industries (meat) can be affected
Secondary impacts
1. Absorb
2. Accept
3. Reduce
4. Change
Absorb
View the risk as unproblematic or deny it outright.
The probability is deemed too low to worry about.
Fate is determined by the capacity to absorb losses. Example: San Andreas fault
Accept
There is awareness of the hazard (no denial).
Passive attitude (there is little that can be done to reduce the impacts).
Hazards are often viewed as an act of God.
Example: Nigeria drought
Reduce
There is awareness of the hazard (no denial).
The action is taken to reduce the impacts.
Typically there is reactive response and some preparation.
Usually people stay in place.
Example: flooding events, snow and wind related hazards
,Change
There is awareness of the hazard (no denial).
Radical action may be taken (move away or change the land use).
Example: Australia drought
Social Amplification of Risk
sometimes minor risk events produce massive public reactions.
Evocative hazards
These are hazards that are not likely to be serious but typically evoke much
public reaction.
Ex: Canadians using pesticides for lawn care
Banal hazards
These are hazards that are known to be relatively more serious but typically
evoke little public reaction.
Ex; eating peanut butter once every 10 days provides a cancer risk of 7 in 1
million which may seem small, but is larger than most other pesticide risks
Amplification of risk
Involves hazards that have a low probability as assessed by experts.
Elicit strong public concern
Attenuation of risk
Involves hazards that may have serious physical impacts and a relatively higher
probability.
Elicits weak public concern
Amplification and attenuation of risk
1. Transmitter; Generates and sends the message
2. Signal; The message itself
, 3. Receiver; The target audience for message signals.
The original signal may be modified by the time its received
Signal value
Signals can be prescribed values by the receiver.
This is related to the characteristics of the event and the hazard it reflects.
High signal values may suggest that a new risk has appeared or that the risk is
different than previously understood.
[unique hazard, vs. reoccuring hazard]
Examples of signal value
A large accident that takes many lives may have a low signal value if it occurs
as part of a familiar and understood system (such as a car crash).
A small accident in an unfamiliar or poorly understood system (nuclear power
plant, lab) may have high signal value and cause concern since people, may
perceive the risk cannot be controlled
Stigmatization
This is a process by which negative images are ascribed to places, technologies,
or people.
The risk perception of a future event in the area could be altered simply because
of past events there.
Example: Love Canal, ppl still dont want to stay there because of the stigma.
Spread of impact
Impacts can spread like ripples and often extend well beyond the local area.
Entire countries, technologies (medications), industries (meat) can be affected
Secondary impacts
