chapter  14
23 Pages

Moving Toward a Framework for the Study of Risk Communication: Theoretical and Ethical Considerations: Rajiv Nath Rimal, BJ Fogg, and June A. Flora

THE National Research Council (1989) defines risk communication as "aninteractive process of exchange of information and opinion among indi-viduals, groups, and institutions" (p. 2). Inherent in this definition are two elements risk communicators have generally overlooked. One is the idea that risk communication involves a two-way flow of information. The second is the necessity of including cross-level linkages in studying risk.