Abstract
The ongoing COVID-19 pandemic and its accompanying “infodemic” lend new urgency to the study and practice of risk communication. Especially prior to the distribution of vaccines in early 2021, our primary means of responding to the pandemic has been to communicate accurate information about risks and protective actions to the public. It is particularly crucial to effectively communicate such information to vulnerable groups, which is to say those that are especially susceptible to harm: this includes persons with underlying health conditions or disabilities, elderly people, the socioeconomically disadvantaged, and ethnic and linguistic minorities, among others. This task, however, is complicated by the facts that these groups are often difficult for risk communicators to reach and sometimes vulnerable to disinformation as well as to disease. After highlighting the role of risk communication in COVID-19 governance, this chapter examines the Protective Action Decision Model (PADM) as an appropriate tool for assessing the impact of individual- and group-level vulnerabilities on information channel access and preference, perceptions of threats, and assessments of risks and protective behaviours. Particular attention is given to the way vulnerabilities intersect to aggravate both negative health outcomes and information deficits. The chapter closes by advocating empirically-grounded risk communication strategies that take social complexity and the lived experiences of vulnerable groups into clear and intentional account.
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Notes
- 1.
A social milieu is a group of people united by shared values and status, the interplay between which help determine everyday lifestyle (Hradil 2006). COVINFORM partner SINUS-Institut has conducted studies on the relationship between social milieu and information behaviour regarding health (Wippermann et al. 2011), career orientation (Calmbach and Edwards 2019), electoral politics (Vehrkamp and Wegschaider 2017), and other areas of life.
- 2.
This being said, age-based usage patterns are not the only factor that should be taken into account when planning social-media-based risk communication. Channel-specific perceptions also come into play: for instance, research highlights how Twitter is an effective channel to distribute government strategies, but not to spread factual information about viruses (Thelwall and Thelwall 2020). In part due to this, traditional mass media remains a crucial source for information about emerging health threats and disease outbreaks (Jardine et al. 2015; van Velsen et al. 2014).
- 3.
At the time this chapter was finalised in mid-December 2020, Pfizer-BioNTech vaccine distribution had just begun in the United States. The UK had just approved the Pfizer-BioNTech vaccine for emergency use, and the European Commission had announced its intention to reach an approval decision by the end of the month.
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This article is the result of research activities of the COVINFORM project that has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No. 101016247.
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Anson, S., Bertel, D., Edwards, J. (2021). Inclusive Communication to Influence Behaviour Change During the COVID-19 Pandemic: Examining Intersecting Vulnerabilities. In: Linkov, I., Keenan, J.M., Trump, B.D. (eds) COVID-19: Systemic Risk and Resilience. Risk, Systems and Decisions. Springer, Cham. https://doi.org/10.1007/978-3-030-71587-8_13
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