Risk communication in the internet age: The rise of disorganized skepticism

Communicating risks has become a core ingredient in the regulatory functions of government, interest group advocacy, public health, and corporate relations. The channels of risk communication have grown in complexity along with the development and expansion of the Internet and the birth of personalized blogging. This paper discusses three stages in the development of risk communication as an area of study and research. It examines the way risk is framed in three channels of communication, newsprint, the Expanded Academic Index, and Google using the example of the controversial chemical perfluorooctanoic acid (PFOA). The paper concludes that the Internet, as illustrated by the Google search engine, has created more opportunities for citizen learning and expanded the breadth and channels of risk communication, while also providing new opportunities for stakeholders to influence the message. Democritization of information does not necessarily create greater concordance between the cultural and technical assessment of risk. r 2007 Elsevier Ltd. All rights reserved.