media, and others involved in risk communication is to abandon the normal high-down, sender-based, “public education” model of threat communication . Instead, they need to favor an method that emphasizes higher understanding of the emotional reactions, considerations, and motivations of a segmented public who can seek , process, and consider critically the risk data they encounter and who have varying needs and capacities to do so (Griffin et al. 1999). Indeed, “the degree to which people have the capability to obtain, course of, and understand primary health info and providers needed to make applicable well being selections” has turn out
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