The Case Study Approach
“The person who can combine frames of reference and draw connections between ostensibly unrelated points of view is likely to be the one who makes the creative breakthrough.”
In the previous section, our framework describing the interaction of multiple competing messages provided a useful way to describe how risk communicators should create convergence and understanding with their audiences in pre-crisis, crisis, and post-crisis situations. In addition, the identification of best practices offers a way to identify why particular risk messages may have more influence than others on how audiences respond. Adding to the complexity of the situation for risk communicators are multiple publics who may not share the same understanding or willingness to respond to the messages due to how the risk or potential crisis may affect them in what we described as spheres of ethnocentricity.
In the complex communication context of risk communication, one research methodology is...
KeywordsWest Nile Virus Risk Communication Case Study Approach Mouth Disease Crisis Situation
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