The technical and democratic approaches to risk situations: Their appeal,limitations, and rhetorical alternative

Because of the increasing number of man-made hazards in contemporary life, as well as the growing number of disastrous industrial accidents, interest in risk communication has burgeoned. Consequently, scholars and practitioners need to understand two of the more common responses to risk situations, the technical and democratic. This paper describes these two responses, identifies types of individuals likely to prefer each, and explains why, historically and sociologically, they are so intuitively compelling for many people. Arguing that both responses to risk situations are ultimately unconducive to rational discourse, the paper identifies problematic assumptions about communication that underlie both. The paper then sketches an alternative model of risk communication that recognizes the distinct features of communication in risk-ridden situations, describes ways in which communicators can identify characteristic tensions and goals in these situations, and specifies how to use research-supported heuristics for diagnosing the principal obstacles to their communicative goals and selecting the best strategies to address these obstacles.