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USDA Instructional Risk Messages for High Pathogen Avian Influenza
Title
USDA Instructional Risk Messages for High Pathogen Avian Influenza.
Creator
Jones, Jenna, Sellnow, Timothy, Littlefield, Robert, Sellnow, Deanna, Parrish, Adam, University of Central Florida
Abstract / Description
High Pathogen Avian Influenza (HPAI) is a highly contagious disease threatening United States poultry farms. The aim of this study is to examine the extent to which current instructional risk communication by the United States Department of Agriculture (USDA) meets the expectations of existing literature, particularly the IDEA model. This study examined two documents produced by the USDA for the ongoing threat of HPAI, the Red Book and the Defend the Flock campaign. The aim of the documents...
Show moreHigh Pathogen Avian Influenza (HPAI) is a highly contagious disease threatening United States poultry farms. The aim of this study is to examine the extent to which current instructional risk communication by the United States Department of Agriculture (USDA) meets the expectations of existing literature, particularly the IDEA model. This study examined two documents produced by the USDA for the ongoing threat of HPAI, the Red Book and the Defend the Flock campaign. The aim of the documents is to provide U.S. poultry farmers and the publics with knowledge and information about prevention and response to HPAI. The IDEA model was applied to serve as a framework to analyze how much of each component was present in the messaging. Specifically, the internalization, explanation, and action components were applied to the USDA documents.The documents were coded by two researchers. The researchers, using a codebook, examined the documents and assessed each section (Red Book) or slogan (Defend the Flock) for the presence or absence of three components of the IDEA model: internalization, explanation, and action. When discrepancies arose between the coders, they were resolved through discussion. The results indicated the majority of the Red Book was dedicated to the explanation component of the IDEA model. Conversely, the majority of the Defend the Flock campaign was identified as either internalization or action.The findings in this study can serve as lessons learned to help to improve the effectiveness of instructional risk messaging in similar crises. Specifically, this study recommends that messages be adapted to the intended audience to help them recognize their personal risks, that explanatory messages be intertwined with recommended actions, and that organizations and agencies consider following the USDA's lead and provide complementary materials. For example, some materials may be highly detailed while an accompanying document could provide a simple, brief overview of the risk and recommended actions.
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Date Issued
2018
Identifier
CFE0007023, ucf:52045
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007023
The Evolution of Shared Responsibility and Instructional Risk Communication in Brazil's Campaign against the Zika Virus
Title
The Evolution of Shared Responsibility and Instructional Risk Communication in Brazil's Campaign against the Zika Virus.
Creator
Mauricio Soares, Rodrigo Augusto, Sellnow, Timothy, Sellnow, Deanna, Littlefield, Robert, University of Central Florida
Abstract / Description
This study provides an evaluation of instructional risk communication practices in Brazil's response to the Zika virus during the 2016/2017 campaign. The communication was instructionally focused, explaining the way the disease is transmitted, what to do if the person is infected, and characteristics of the mosquito. The authorities also tried to convince the publics that, because the mosquito breeds in everyone's houses and apartments, everyone could be part of the solution. The social,...
Show moreThis study provides an evaluation of instructional risk communication practices in Brazil's response to the Zika virus during the 2016/2017 campaign. The communication was instructionally focused, explaining the way the disease is transmitted, what to do if the person is infected, and characteristics of the mosquito. The authorities also tried to convince the publics that, because the mosquito breeds in everyone's houses and apartments, everyone could be part of the solution. The social, economic and cultural characteristics of the country, the population's low levels of health literacy, and a long-lasting government credibility problem in the country make Brazil's fight against these types of diseases considerably difficult. The IDEA model (T. Sellnow (&) D. Sellnow, 2013) was used as the theoretical grounding for the analysis. This study presents the concepts of collective efficacy and shared responsibility and recommendations for risk and crisis communication practitioners as well as government agencies with regard to engaging the population in managing this type of disease outbreak. Knowledge about how to generate and share strategic communication of this nature is increasingly important as the spread of novel diseases is increasing in frequency and intensity (Kilpatrick (&) Randolph, 2012).
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Date Issued
2018
Identifier
CFE0007050, ucf:51974
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007050