Risk Communication and Organizational Uncertainty: Exploratory Research

Because risk communication research has extrapolated largely from psychological theory, advancement of the field requires application of theories that encompass other social variables, such as organizations. This study applies to risk communication a theoretical framework that goes beyond the individual unit of analysis to explore contextual and organizational variables. The proposed research explores the question: To what extent can risk communication be explained as a quest for organizational legitimacy in an uncertain social environment? Using case studies of communication about anthrax in six geographic locations of New Jersey, the research seeks to 1) advance understanding of the effects of organizational dynamics on risk communication, particularly as the communication relates to the social amplification of risk (SAR); 2) extend institutional theory to communication issues (specifically, risk communication as symbolic action to preserve legitimacy); and, 3) explore the usefulness of event-structure analysis (ESA), a method for analysis of historical events, to the study of organizations' risk communication. Summaries of practical 'lessons-learned' will be developed for practitioners to improve communication about bioterrorism.