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The challenges of communicating food risk
Julie Barnett
Professor of Health Psychology
University of Bath, UK
Understanding Consumers and Changing Behaviour: EUFIC Oct 2016
The language of risk
Communication vs. risk communication
Tools for risk communication
Listening technologies Chorus
Vizzata
Intervention technologiesmyPace
Behaviour change video tutorials
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“We do warn people now that most of the egg production of this country, sadly, is now infected with salmonella”Edwina Currie, December 1988
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Risk Communication Uncertainty
Anxiety
The stakes can be high
Predispositions of public bodies responsible for risk
communication
May hold unhelpful models of public responses
Reluctance to acknowledge uncertainty
Overconfidence in effectiveness of information provision
Unclear as to when and why to engage with publics
Attribute inertia or concern to risk perception when it is about other values or priorities
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Predispositions of people making sense of risk
communication
To value signals of trustworthiness To be sensitive to differences in framing
and presentation of numerical information
To systemically attend to hazard characteristics other than likelihood and consequences
To respond to risk communication within the broad context of everyday practices and experiences
The FoodRisC Project
FP7 EU project led by University College Dublin, Ireland, with 14 partners from both academia & non-academic organisations from 9 EU member states
Investigating perceptions and mapping out communication networks of food risks and benefits in the fast changing media environment across Europe
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A communication resource centre with good practice’ guidelines to assist EU
wide organisations in their communication, information, and education services
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The language of riskCommunication vs. riskcommunicationTools for risk communicationListening technologies
Chorus Vizzata
Intervention technologiesmyPaceBehaviour change video tutorials
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Social media
Traditional and social media stories covering the Irish dioxin incident
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The language of Twitter A Tweet is an expression of a moment or idea. It can contain text, photos, and videos
When you follow people (@someone), their Tweets show up in your timeline. Similarly, your Tweets show up in the timelines of those that follow you.
https://about.twitter.com/what-is-twitter/story-of-a-tweet
A Data Collection and Methodological Toolkit for using Twitter data
Chorus-TC - TweetCatcher
Two modes of data collection
Semantically-driven – finding key words
User-driven – finding people of interest
Chorus-TV - TweetVis
Two modes of analysis
Time line explorer
Cluster explorer
http://chorusanalytics.co.uk/
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The example of e-coli The e-coli outbreak in May-July 2011 was one of the biggest ever food related crises in Europe -resulting from biological contamination - the source of which was initially unknown.
Over the course of the outbreak 53 people died and over 850 were seriously ill.
Frequencies of EHEC mentions in Spain (Gaspar, et al 2013)
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68-90% 40-55%% of tweets with links 42-75%
@xxxx: Travel to or from Germany warning over E. coli outbreak - Yahoo! Travel via @YahooTravelUK http://t.co/ajh4acn
@XXXX: Death toll from E. coli outbreak rises to five @XXXX #Germany http://feedly.com/k/jWRpWx
@Dxxxx: BBC News - E.coli: Cucumbers and tomatoes off menu in Germany -http://bbc.in/lSKdzt
@Cxxxxx: 'RT @XXXX: UK salad industry hits out over E. coli incident: The Tomato Growers'' Association has hit out at imports after ...' http://bit.ly/ll1Jtb
@XXXX: E-Coli outbreak amonst Fresh Produce http://www.freshinfo.com/index.php?s=n&ss=nd&sid=53593
Information focused
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@Lxxx: OMG! E coli in Germany! Ive got to go there though...
@Gxxx: After years of eating little to no salad, I''m going to look prettttty smart when you all die of e coli! I might buy a celebratory steak! :P
@Yxxxx: Great I survived swine flu, next challenge for the uber immune system is e.coli
@Jxxxx: New cases of the "killer cucumber" e.coli in the UK ... am rethinking my lunch
@Mxxx: Why are we getting new strains of Bird Flu and now a new strain of #Ecoli -something isn't right!
Interpretation focused
Expressions of coping with e-coli
Evidence to suggest that expressions of coping were sensitive to changes in the uncertainty of the context.
Significantly more expressions of coping in the period of uncertainty around whether Spanish cucumbers were responsible
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Tools for social media analysis need to be able to address relevant questions –not simply to describe.
Social media analysis can tell us about the ways in which people are responding to notifications about the hazard.
Systematic analysis of the links that people pass on provides information about attention and reactions to communications
Information from official agencies is more likely to be passed on via social media early in the hazard sequence?
Coping strategies are sensitive to perceived uncertainty about risks
Implications of social media analysis for risk communication?
The language of risk
Communication vs. riskcommunication
Tools for risk communication
Listening technologies Chorus
Vizzata
Intervention technologiesmyPace
Behaviour change video tutorials
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©2012 VIZZATA
VIZZATA
VIZZATA
An evidence based platform for qualitative research
What is Vizzata? Online strategic engagementplatform
A reliable way to access consumer views
Assess reactions to unfamiliar Issues
Test and tailor communicationmaterials
Discover (unexpected) reactions
Access hard-to-reach target groups
©2012 VIZZATA
VIZZATA. EXPLORING VALUE FOR ABBOTT NUTRITION.
A new way of doing qualitative research
An evidence-based online platform for qualitative
research
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©2012 VIZZATA
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2013 Horsemeat Incident
©2012 VIZZATA
15 Jan 2013
FSAI announce beef burger products found to contain pig and horse DNA
VIZZATA Study launched to collect ‘real time’ responses
19 Jan 2013
Few worries about food safety
Angry and betrayed
Demanded accountability early on
©2012 VIZZATA
How were consumers
reacting during the
first week of the
horsemeat incident?
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“
“
This was honestly one of the best surveys I have completed in 10+ years of doing surveys. Eye opening, emotive. Thank you for the opportunity.
Amy, Plastic Pollution Study
A real breath of fresh air… Normally the studies or surveys that I take part
in do not allow the option of asking questions.
- Tony, Horsemeat Study
It’s always a good thing to be able to ask
questions.- Conor, Healthy Cheese Study
I feel like a kid putting my hand up in class,
but what I say actually gets listened to
Clare, Loneliness study
The language of risk
Communication vs. risk communication
Tools for risk communication
Listening technologies Chorus
Vizzata
Intervention technologiesmyPace
Behaviour change video tutorials
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Embedding relationship and behaviour change evidence in digital delivery:
The example of myPace
myPace extends and enhances the value of the face to face
relationship
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“I think that there is a potential for thinking about ‘digital – human hybrids’ and how
digital technology can work with personal support from people - whether it is buddies in terms of peer networks or professionals.
That is a whole area of research that has great potential”
Susan Michie, NUIG m-health conference 2016
Digitising the therapeutic alliance
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Developing behaviour change resources for dietitians
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Understand the requirements of those that will be communicating
How it fits with their practice
How it complements their training
How it fits with their belief systems
Work with key stakeholders
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Final thoughts Need to recognise the full range of challenges for communicating about risk
Risk communication is not about getting people to adopt the perspective of experts
Listening is a vital part of risk communication
Interventions to enhance risk appreciation must be designed with involvement of stakeholders
Acknowledgements
Certain authors speaking of their works say, ‘My book’, ‘My commentary’, ‘My history’ etc. They
resemble middle class people who have a house of their own and always have, ‘My house’ on their
tongue. They would do better to say, ‘Our book’, ‘Our commentary’, ‘Our history’, etc., because there is in them usually more of other people’s
then their own
Blaise Pascal
The FoodRisc TeamUniversity College Dublin University of Surrey
University of TwenteResearch Center, Food and Veterinary Service of Latvia
Universiteit Gent – Ghent University
Centro de Investigação e de Intervenção Social
Focus Business Communications European Food Information Council
White October Brook Lyndhurst
Free University of Berlin Hylobates Consulting Srl
Asterisc Communication Research Group, UniversitatRovira i Virgili
EFAD
With special thanks to: Aine McConnon, Aine Regan, Dave Fletcher, Phil Brooker, Tim Cribbin, Michelle Harricharan, Raymond Gemen, Rui Gaspar and Afrodita Marcu
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Thank you for your attention
Please do get in touch if you are interested in learning more about any of the tools I have talked about
@julieatselhurst
http://www.bath.ac.uk/psychology/staff/julie-barnett/