Communication about a communication technology

Michael Ruddat, Alexander Sautter, Ortwin Renn, Uwe Pfenning and Frank Ulmer

Journal of Risk Research, 2010, vol. 13, issue 3, 261-278

Abstract: Mobile telephony is a relatively new, but already widespread technology. The public is confronted with conflicting information about the possible health hazards due to electromagnetic fields (EMFs) of mobile phones and base stations, which is conveyed by representatives of politics, science, industry, the media and civil society. The subject of this research project was to investigate the effects of information activities by public and private actors in the field of mobile telephony. The research team conducted focus groups with citizens and experts, followed by a representative survey of the German public focusing on the effects of information and its sources on attitude formation with respect to mobile telephony. Three 'target groups' were identified. Unworried persons comprise the first group who evaluated the risks of electromagnetic radiation as rather harmless (low-concerned group, in short: LCG). The second group was composed of insecure persons who either have not yet formed an opinion on the topic or are still undecided (ambivalent group, AG). The third group consisted of persons who expressed major concerns regarding expected health threats due to exposure to EMFs (high-concerned group, HCG). We developed several behavioural guidelines that address the specific needs of these three groups in specific ways and through adequate channels in order to be more effective when communicating.

Date: 2010
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DOI: 10.1080/13669870902899062

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