ABSTRACT
This chapter first documents the evolution of mediated risk communication. Then, it demonstrates the latest developments and the challenges inherent in this new era through case examples. The chapter also culminates with an exploration of the frontier of risk communication and social media research by reexamining social amplification, the psychometric paradigm, and message design research as the authors enter a new phase of risk communication. Leiss identified three phases in the evolution of risk communication. Phase I (1975–1985) emphasized our capacity to manage risks at an exacting level of detail. Phase II (1985–1994) focused on creating a shared understanding through persuasive one-way messages. Phase III (1995+) recognized the social context and sought to build consensus and trust. The chapter suggests a fourth phase of risk communication emerged with the advent of social media, or web 2.0 which facilitate connected human communication online.
