Progress 10/01/97 to 09/30/03
Outputs
This project has examined a range of issues related to the communication of scientific and technical risk. The project has studied how individuals, groups and communities react to risk issues, how decisions ar made under conditions of high uncertainty, and how different message constructions influence how decisions are made. In addition the project has examined how the mass media cover risks, and how coverage influences what individuals know, believe and act on in times of uncertainty. Findings from the project have been reported in scientific journals, at professional conferences and have been intergrated into communication training in programs as far ranging as bioterrorism, farm safety, and Federal food safety policy.
Impacts
The project has resulted in greater understanding of how to design risk communication materials in ways which better enable individuals, groups and communities to make more informed decisions about health and environmental risk.
Publications
- Shapiro, M.A. 2003. Perceived reality and media entertainment. Proceedings of the Second International Conference on Entertainment Computing (ICEC). Pittsburgh, PA: Carnegie Mellon University.
- Scherer, C. and Juanillo, N. 2003. The continuing challenge of community health risk management and communication. IN Handbook of Health Communication, Teresa L. Thompson, et.al. (eds), London: Lawrence Erlbaum Assoc., pp 221-239.
- Engel, D. and Scherer, C.W. 2003. Designing Risk Messages: The case of video. Society for Risk Analysis, December 7-10, Baltimore, MD.
- Risesenberg, A.R. and Scherer, C.W. 2003. The Visualization of Risk. Society for Risk Analysis, December 7-10, Baltimore, MD.
- Smith, K.A., Scherer, C.W., Kolakowski, K. 2003. Scared? or Prepared? An assessment of the capacity of local public health spokespersons to communicate effectively in a bioterrorism event. Scoeity for Risk Analysis. December 7-10, Baltimore, MD.
- Bradley, S.D. and Shapiro, M.A. 2004. Parsing reality: The interactive effects of complex syntax and time pressure on cognitive processing of television scenarios. Media Psychology. In press.
- Shapiro, M.A. and Chock, T.M. 2003. Psychological processes in perceiving reality. Media Psychology 5(2): 163-198.
- Jhaveri, R.A., Scherer, C.W. and Gollapalli, S. 2003. Framing Bioterrorism: A cross-national content analysis. Society for Risk Analysis, December 7-10, Baltimore, MD.
- Shapiro, M.A., Barriga, C. and Beren, J. 2004. Tell me something I didn't know about why you did that: attribution an dperceived reality. Paper presented at the International Communication Association (ICA) Conference, New Orleans. Presented in Top Paper Panel, Information Systems Division.
- Shapiro, M.A. and Odom, P.R. 2004. Person effects and perceived reality. Paper presented at the ICA conference, New Orelans.
- Diels, J. and Shapiro, M.A. 2004. The impact of arousal on television viewer's stereotype use. Paper presented at the ICA conference, New Orleans.
- Shapiro, M.A. and Shen, F. 2003. The effect of limited capacity, social judgement and advertising topic on perceived reality. ICA, San Diego, CA.
- Bradley, S.D. and Shapiro, M.A. 2003. The interactive effects of time pressure and complex syntax on cognitive processings and perceived reality of television scenarios. ICA, San Diego, CA.
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Progress 01/01/02 to 12/31/02
Outputs
In communicating about health, safety and environmental risks people often make judgments about the correspondence between situations and people depicted in relevant messages and their own lives and health. Studies under this project found that these judgments depend on whether the person is making judgments about the self or about other people. Stories are seen as more real for other people than for the self. Also, earlier studies indicated that faster paced messages were seen as more real. However, additional studies indicate that the effect of pacing is more complex and perhaps curvilinear. A second area of investigation has been the influence of groups, communities and friendships on how individuals regard risk and risk messages. This research has suggested that social linkages strongly impact risk perceptions and risk protective behaviors.
Impacts
This information should help message designers improve health, safety and risk messages and improve distribution of those messages to groups in relevant communities by providing insight into how to better design change strategies aimed at improving the flow of scientific and technical information in communities. For example pacing and other factors may be used to improve identification with the events and people in safety messages, improving impact.
Publications
- Shapiro, M. A. 2002. Generalizability in communication research. Human Communication Research 28, (491-500).
- Shapiro, M. A., F. Shen, et al. 2002. The Effect of Cognitive Load on Perceived Reality. Association for Education in Journalism and Mass Communication, Miami, FL.
- Bradley, S. D., & Shapiro, M. A. 2002. Parsing Reality: Exploring the Effects of Syntatic Complexity on Cognitive Processing of Typical and Atypical Television Scenarios. Paper presented at the International Communication Association, Seoul, Korea.
- Shapiro, M. A., Weisbein, L., & Shen, F. 2002. Media Events Happen to Other People: Exploring Meanings of Perceived Reality. Paper presented at the International Communication Association, Seoul, Korea.
- Scherer, Clifford and Hichang Cho. 2002. A Social Network Contagion Theory of Risk Perception. International Journal of Risk Analysis.
- Scherer, Clifford and Napoleon K. Juanillo, Jr. 2002. Integrating Community Health Risk Assessments: The continuing challenge of health risk management and communication. Handbook of Health Communication.
- Yeo, E. , Scherer, C.W. and Lee, J. 2002. Media and risk perception in the case of West Nile Virus: Exploring second level agenda setting processes in Risk Communication, Society for Risk Analysis, New Orleans, December.
- Lee, E. and Scherer, C.W. 2002. The Effects of Mass Media Use and Interpersonal Talking on Risk Perception, Participatory Behaviors, and Risk Knowledge. Society for Risk Analysis, New Orleans, December.
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Progress 01/01/01 to 12/31/01
Outputs
In communicating about health, safety and environmental risks people often make judgments about the correspondence between situations and people depicted in relevant messages and their own lives and health. These judgments often take the form of reality judgments. Studies under this project have found that characteristics of messages-including typicality and pacing--can greatly influence these reality judgments in predictable ways. These studies have also found that these judgments about reality seem to take several forms. A second aspect of this project is aimed at Developing a more complete understanding of the social structure of modern agricultural communities. Early analysis of the data from personal interviews suggests multiple patterns of linkages between community members based on different criteria. High linkages appear to have relationship to behaviors and knowledge on those topics of high salience. The current year concentrated on collecting data using a
snowball sampling method. An attempt was made to interview all named agricultural producers in two communities. Data collection should be completed in early 2002.
Impacts
This information should help message designers improve health, safety and risk messages and improve distribution of those messages to groups in relevant communities by providing insight into how to better design change strategies aimed at improving the flow of scientific and technical information in communities
Publications
- Park, E., Clifford W. Scherer and Carroll J. Glynn (2001) Community Involvement and Risk Perception at Personal and Societal levels. Health, Risk and Society.
- Rich, R., Maestro-Scherer, J., Scherer, C. and Mitchell-Nunn, S. (2001). Technology in organizational learning: Using high tech for high touch. Technology and Society.
- Shapiro, M. A., & Fox, J. R. (2002). The Role of Typical and Atypical Events in Story Memory. Human Communication Research. 28 (1), 109-135.
- Shapiro, M. A., Lang, A., Hamilton, M., & Contractor, N. S. (2001). Information Systems Division: Intra-Personal, Meaning, Attitude and Social Systems. In W. Gudykunst (Ed.), Communication Yearbook 24 : Sage. (pp 17-49).
- Shapiro, M. A., & Weisbein, L. (2001). Only Thinking Can Make It False: Limited Capacity, Presence and Perceived Reality of Television. Paper presented at the International Communication Association, Washington, DC. Presented in Top Paper Panel, Information Systems Division
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Progress 01/01/00 to 12/31/00
Outputs
Understanding how people form estimates of risk is important to understanding how people process risk related messages. One speculation is that risk estimates may be related to people's motivation to put themselves and their actions in the best possible light a self-serving bias. Several studies did indeed find a self-serving bias about behaviors related to health risk. A challenge to self-esteem seemed to slightly increase this self-serving bias. However, this self-serving bias did not seem to be related to estimates of personal risk, others risk or optimistic bias. A second line of investigation in this project examines how social networks influence risk perceptions and behaviors. One approach suggests a social contagion theory in which social networks constrain and facilitate influence about how to react to particular risks. Preliminary studies have found support for this idea.
Impacts
By improving our understanding of how individuals, groups and communities understand and react to various environmental and health risks, we can better design communication strategies to assist those individuals, groups and communities in making more informed decisions.
Publications
- Shapiro, M. A., & Dunning, D. A. (2000). Self-serving Bias and Self-Esteem in Estimating Risk? Paper presented at the Association for Education in Journalism and Mass Communication, Phoenix.
- Shapiro, M. A., Diels-Roll, J., & Dunning, D. A. (2000). Does a Homeostatic Mechanism Modify the Effect of Risk Messages on Estimates of Risk? Paper presented at the International Communication Association, Acapulco.
- Scherer, Clifford W., (2000). Community Network Linkages During a Health Controversy Journal of Public Health Management Practice, 6(2), 21-29. Scherer, C.W. and Yeo, E., (2000). Community Risk Perception Networks: Expanding the Contagion theory of Risk. Paper presented at the Society for Risk Analysis, Arlington, V. Dec.
- Smith, K. A., Signor, J. and Scherer, C.W., (2000). Office of Public Affairs, NYSDOH. Responding to the Unknown: State and County Health Departments' Response to the West Nile Virus. Paper presented at the Society for Risk Analysis, Arlington, V. Dec.
- Scherer, Clifford W. , Rothman, J.D , Twohig, M.E.,and Radin, J. (2000). Mystery, Intrigue, and Danger: Media Coverage of the West Nile Virus. Paper presented at the Society for Risk Analysis, Arlington, V. Dec.
- Yeo, Eun-Ho and Scherer, C.W. (2000). Panic, Concern or Indifference: Public Response to the West Nile Virus. Paper presented at the Society for Risk Analysis, Arlington, V. Dec.
- Scherer, Clifford W. (2000). Social Network Contagion Theory of Farm Risk Perceptions and Safety Behaviors. Paper presented at the International Conference on Agricultural Safety and Health in a New Century. Cooperstown, NY. April 27-29.
- Yeo, Eun-Ho and Scherer, Clifford W. (2000). Group Effect on Optimistic Bias: Drinking Among College Students. Paper presented at the 59th International Communication Association, Information Systems Division. June 2, 2000.
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Progress 01/01/99 to 12/31/99
Outputs
One of the most difficult challenges in communicating about health, safety and environmental risks is the tendency for audience threatened by a message to engage in defensive processing. Considerable evidence now indicates that people frequently rate their own risk as lower than other people's risk-even people just like themselves. In addition, when presented with threatening risk messages people seem to engage in a biased search of the messages and of their own lifestyles for information that would reduce the treat. Several experiments explored this defensive processing as a homeostatic mechanism that seems to psychologically resist changes in perception of risk. Project is currently preparing for a major field data collection effort to link perceptions with social networks.
Impacts
The better individuals and families understand health risk messages the better able they are to protect their own health. This study seeks to better understand how individuals judge health risks, and the factors (social and psychological) which influence their perceptions and behaviors.
Publications
- Shapiro, M. A. (1999). Does Social Accountability Ameliorate Television's Effects on Social Reality? Paper presented at the Association for Education in Journalism and Mass Communication, New Orleans.
- Shapiro, M. A., & Chock, T. M. (1999). Media Dependency and Perceived Reality of Fiction and News. Paper presented at the International Communication Association, San Francisco.
- Barnes, S., Jackson, K., & Shapiro, M. A. (1999). Body image and media images: Does context influence effects. Paper presented at the International Communication Association, San Francisco.
- Scherer, Clifford W. , K. McComas, Napoleon Juanillo, Jr., and Lisa Pelstring 1999. Informed Citizen Decision-Making: The role of message structure. Risk: Health, Safety and Environment. V.10(3) Pp. 209-220.
- Marshall, Alicia, C.W. Scherer and Katherine I. Miller (1999). Communication, Risk Behavior, and Perceptions of Threat and Efficacy: A Test of a Reciprocal Model. Journal of Applied Communication Research. 27, p. 377-395.
- Marshall, Alicia, C.W. Scherer and K. Real (1999). The College Tradition of Drink 'til You Drop: The Relationship between Students' Social Networks and Engaging in Risky Behaviors. Journal of Health Communication. V11(4) Pp. 313-334.
- McComas, Katherine and C.W. Scherer (1999). Providing Balanced Risk Information in Surveys Used as Citizen Participation Mechanisms. Society & Natural Resources. (12) pp. 107-119.
- Scherer, Clifford W. & H. Cho (1999). Testing a Social Network Contagion Theory of Risk Perception. Paper presented at the 1999 Society for Risk Analysis, Atlanta, Ga. December 5-8.
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Progress 01/01/98 to 12/31/98
Outputs
Two studies were conducted during 1998 which explored aspects of how audiences react to health and environmental risks. The first study experimentally field tested three types of messages (balanced, and dialogical and dialogical with a narrative) using men and women recruited through the Seneca County Cooperative Extension office. The study utilized 18 different versions of the questionnaire to experimentally control for a number of factors. Participants read three different types of messages on three different subjects (composting, pesticide residues in food, and Lyme Disease) and answered questions after reading each message. Results suggested that for audiences who tend to be high information seekers, the narrative format was the least desired. The second study looked at whether an individual's anticipation of discussing a health risk with someone would make a difference in their estimate of their own personal health risk. The study concluded that it does not.
Impacts
(N/A)
Publications
- Scherer, Clifford W. (1998) Formulating Risk Messages Which Promote Informed Decision Making. Paper presented at the Annual Meeting of the Society for Risk Analysis, Phoenix, AZ, Dec 10-13.
- McComas, Katherine, L. Pelstring and C.W. Scherer (1998) Weighing the Pros and Cons: Using Message Strategies to Promote Evaluative Decision Making About Resource Management Issues. The Seventh International Symposium on Society and Resource Management. May 27-31, Columbia, MO.
- Marshall, Alicia, C.W. Scherer and K. Real (1998) The College Tradition of Drink 'til You Drop: The Relationship between Students' Social Networks and Engaging in Risky Behaviors. Paper presented at the Health Communication Interest Group, Western Speech Communication Association Annual Convention.
- Shapiro, M. A., and Chock, T. M. (1998). Psychological processes in perceiving reality. Paper presented at the Association for Education in Journalism and Mass Communication, Baltimore, MD.
- Shapiro, M. A., and Chock, T. M. (1998). Effects of an Atypicality Heuristic on Perceived Reality. Paper presented at the International Communication Association, Jerusalem. A top three paper.
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Progress 01/01/97 to 12/31/97
Outputs
The first year of this project has focused on re-conceptualizing the essential elements of risk messages, designing four experimental messages and recruiting participants to evaluate the messages. The results of the first study suggest that while the message structure based on the theoretical model was successful in some aspects, it was not successful in other aspects. Further analysis will examine specific aspects of the message and prepare for additional field studies. A second study examining the relationship between media coverage and long-term perception of risk will begin data collection during the summer of 1998.
Impacts
(N/A)
Publications
- Katherine McComas and Clifford W.. Scherer (1997) Risk Perceptions of Participants in Public Meetings: The Potential for Risk Amplification. Presented at the Society for Risk Analysis, December
- Katherine McComas, and Clifford W. Scherer (1997). Reassessing Public Meetings as Public
- Katherine McComas, Clifford W. Scherer, & Cindy Heffelfinger, (1997). Perceptions of
- Clifford W. Scherer (1997) Food Safety, Science and Public Concern. In G. Goreham (ed) Encyclopedia of Rural America, The Land and People, Vol. 1, ABC-CLIO, Santa Barbara, Calf. pp. 275-277.
- Eun-Ho Yeo and Clifford W. Scherer, (1997) Social Influence and Socially Desirable Risks: An Exploratory Study. Presented at the Society for Risk Analysis, December 1997, Washington D.C.
- Katherine McComas and Clifford W. Scherer, (1997) Providing Balanced Risk Information in Surveys Used as Citizen Participation Mechanisms (Accepted for publication Society and Natural Resources).
- Katherine McComas and Clifford W. Scherer, (1997) Promoting Informed Judgments about Environmental Risk: The Impact of Dialectical Messages on Decision-Making Processes.
- Clifford W. Scherer (1997) An Exploratory Study of Risk Perception Networks: Reinforcement or Amplification in a Toxic Waste Clean-up? Presented at the Society for Risk Analysis, December 1997, Washington
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Progress 01/01/96 to 12/30/96
Outputs
All data collection of this project has been completed. Current activities are concentrating on analysis and paper preparation. The project has concentrated on understanding how lay audiences react to and understand complex science base information. Two closely related activities have been the focus during the past year, (1) an examination of the role of individual perceptions in the understanding of complex information and (2) media representation of risk as a major source of complex information for lay audiences. Additional papers are being prepared along with the final report.
Impacts
(N/A)
Publications
- PARK, E., SCHERER, C., & GLYNN, C. 1996. Mass media, interpersonal communication& real-life factors in risk perception at personal & societal levels. Assn. for Educ. in Journ. & Mass Comm. Dept. Comm. Paper 13-97-04. Cornell, Ithaca, NY.
- ENGEL, D., JAFFE, C., & SCHERER, C. 1996. Social & scientific conceptualizationsof risk in the mass media. Society for Risk Analysis & Intl Society of ExposureAnalysis, New Orleans. Dept. Comm. Paper 13-97-05. Cornell, Ithaca, NY.
- SCHERER, C. and BAKER, N. 1996. Making risk communication equitable. The Communicators Handbook. Maupin House, Gainesville, FL. pp. 252-256.
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Progress 01/01/95 to 12/30/95
Outputs
Project activities in 1995 concentrated on analysis of data collected in the previous year and preparation of articles for publication. As a result of preliminary data analysis, a new series of messages were designed and tested in the field. The final year of this project will concentrate on preparation of articles for publication and on development of a field experiment to test hypotheses developed from the 1995 field experiment and the 1995 message work. Findings from this work suggest that the lay public are more sophisticated in their message needs than has been previously thought. Selected audiences appear to prefer the more complex interactive message formats. In addition, they appear to learn more, and develop a more sophisticated understanding of risk information. Future work needs to examine current message formats used to convey food safety risk messages and determine the extent to which current practice provides the range of information audiences need for
informal decision-making.
Impacts
(N/A)
Publications
- SCHNEIDER, F. 1996. Designing and testing science messages: One-sided, two-sided, and "interactive" message formats. MPS special project. Department of Communication, Cornell University. Ithaca, NY. 147 pp.
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Progress 01/01/94 to 12/30/94
Outputs
This project made major advances in 1994 in collecting data and analysis. A field study was completed using volunteers in testing the design of complex risk messages. Three topics involving risk and food safety were used in the design of three different messages: BGH, food irradiation, and pesticide residues in food. Each message was written in three formats (a) a persuasive message, either pro or con, (b) a balanced message containing both pro and con information about the topic, and (c) a dialectical message containing information similar to the balanced message plus additional information to help the reader evaluate the quality of the arguments. More than 100 volunteers participated in the study. Preliminary results suggest that the more complex dialectical message had positive effects on participants' evaluations of food safety.
Impacts
(N/A)
Publications
- JUANILLO, JR., N.K. 1994. Family communication patterns and health lifestyle. Ph.D. Dissertation. Cornell University. Ithaca, NY. 91 pp.
- JUANILLO, JR., N.K. AND SCHERER, C.W. 1994. Attaining a state of informed judgments: Toward a dialectical discourse of risk. In B. Burleson, Communication Yearbook 18. 278-299.
- JUANILLO, JR., N.K. AND SCHERER, C.W. 1994. Dimensions of risk reporting in U.S. Newspapers: The case of pesticide residues in food, bovine growth hormone, and food irradiation. Dept. of Comm. Cornell U. Ithaca. Paper 13-94-01.
- SCHERER, C.W. 1994. Communicating risks to the public: Defining alternative strategies. Proceedings, National Food Safety Workshop. September 9-11, 1992. Washington, D.C. 41-52.
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Progress 01/01/93 to 12/30/93
Outputs
The major activity during the past year has been design and implementation of a field experiment examining alternative presentations of risk messages. The field experiment utilized a complex research design requiring 18 versions of a questionnaire. Respondents were recruited to come to a central location to participate in the hour-long session. More than 100 respondents participated. Analysis of the results is now underway. The study examined three message formats: persuasive, balanced and a dialogical presentation of information about pesticide residues in food, bovine growth hormone (bST) and food irradiation. Preliminary results suggest that while respondents regarded the dialogical presentation more difficult, they preferred it to the persuasive or balanced designs. While analysis is not complete, it appears that the dialogical approach to presenting risk information about food safety resulted in greater understanding of food safety issues, greater willingness to
accept risks and a greater appreciation of the complexity of the issue. These are encouraging findings. One Ph.D. dissertation is currently underway and two book chapters have been accepted and will be published in 1994. In addition two journal articles are in press and two papers have been submitted for conference presentation. Analysis will continue in the coming year with publication of the complete results.
Impacts
(N/A)
Publications
- NO PUBLICATIONS REPORTED THIS PERIOD.
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Progress 01/01/92 to 12/30/92
Outputs
During the second year of the project the major work has focused on development of an experimental field design for testing messages about three different topics involving scientific uncertainty (risk). Topics selected for message testing are (a) food irradiation, (b) pesticide residues in food, and (c) bovine somatotropin. The methodology has been pretested in a field situation, a draft of the data collection instrument has been developed and field tested and plans are nearly complete for the field study. This will involve approximately 200 individuals who will react to three different messages: (1) a persuasive message, (2) a balanced message, and (3) a dialogical message. The hypothesis is that the dialogical message will be more effective in stimulating the audience to (a) think about the complexity of the issues, (b) seek more information, and (c) ask more questions about the issue, than either the persuasive or the balanced message. In addition to the
publications listed drafts of MPS projects were completed in August in the Dept. of Comm. at Cornell Univ. Ithaca, NY. The titles and authors are: (1) Making scientific information useful: family decisions about dietary fat, S.A. Pilkauskas and (2) What matters most in predicting health knowledge: media use, group participation, socioeconomic status, or race variables. M. Berry.
Impacts
(N/A)
Publications
- SCHERER, C.W. and JUANILLO, JR, N.K. 1992. Bridging theory and praxis: reexamining public health communication. Comm Yearbook 15. Chap 7. 312-345.
- KAISER, H., SCHERER, C.W., and BARBANO, D. 1992. Consumer perceptions and attitudes towards bovine somatotropin. NE J of Ag Econ. 10-20.
- SCHERER, C.W. and JUANILLO, JR, N.K. 1992. Communicating food safety: ethical issues in risk communication. Agriculture and Human Values. Spring: 1-10.
- SCHERER, C.W. 1991. Strategies for communicating risks to the public. Food Technology. October:110-116.
- SCHERER, C.W. 1992. Communicating water quality risk issues to the public. No.17 Groundwater and Public Policy Series. Groundwater Policy Ed Proj funded by Kellogg Fdtn with the Farm Fdtn, Coop Ext, and Soil & Water Cons Soc. 10p.
- SCHERER, C.W. and JUANILLO, JR, N.K. 1992. Issues in planning and designing health risk communication. Dept of Comm paper 13-92-04. Cornell Univ. Ithaca, NY. 14p.
- SCHERER, C.W. and JUANILLO, JR, N.K. 1992. Changing paradigms of risk communication: refocusing evaluation efforts. Department of Comm paper 13-92-03. Cornell Univ. Ithaca, NY. 10p.
- JUANILLO, JR, N.K. and SCHERER, C.W. 1992. Patterns of family communication and lifestyle. Department of Comm paper 13-92-05. Cornell Univ. Ithaca, NY. 26p.
- SCHERER, C.W. 1992. Strategies for communicating risks to the public: exploring.
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Progress 07/01/91 to 12/30/91
Outputs
During the first year this project has focused on two major activities: (1) Defining the conceptual and operational knowledge base required for an "informed" member of the public. A panel of scientists and educators will be used to finalize this process during the second year. The objective of this phase is to define the important (critical) concepts and skills needed by members of the public to understand and make rational decisions related to food safety practice and to contribute informed input into the policy-making process. (2) Developing an experimental methodology suitable for testing these concepts. Four journal articles and one book chapter based on this project are currently in press. In addition, three students (two MPS and 1 Ph.D.) are writing their respective MPS projects and dissertation on this project.
Impacts
(N/A)
Publications
- SCHERER, C.W. and JUANILLO JR., N.K. 1991. Food industry concerns and consumer fears: differing perceptions of risk. Proc., Sixth Annual Mtg on Practical Biosecurity for Poultry; Reducing Risks. Univ. of Del. Newark. Dec. 3. 16pp.
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