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The Public Sphere in Emerging Infectious Disease Communication: Recipient or Active and Vocal Partner?

Published online by Cambridge University Press:  17 July 2015

Anat Gesser-Edelsburg ,
Yaffa Shir-Raz ,
Nathan Walter ,
Emilio Mordini ,
Dimitris Dimitriou ,
James J. James  and
Manfred S. Green
Anat Gesser-Edelsburg*
Affiliation:
School of Public Health, University of Haifa, Haifa, Israel
Yaffa Shir-Raz
Affiliation:
Department of Communication, University of Haifa, Haifa, Israel
Nathan Walter
Affiliation:
Department of Communication, University of Haifa, Haifa, Israel
Emilio Mordini
Affiliation:
Responsible Technology SAS, Paris, France
Dimitris Dimitriou
Affiliation:
Zadig Communication, Information and Education in Science, Rome, Italy
James J. James
Affiliation:
Society for Disaster Medicine and Public Health, Rockville, MD
Manfred S. Green
Affiliation:
School of Public Health, University of Haifa, Haifa, Israel
*
Correspondence and reprint requests to Anat Gesser-Edelsburg, PhD, Senior Lecturer and Head of Health Promotion Department, School of Public Health, University of Haifa, 199 Aba Khoushy Ave. Mount Carmel, Haifa 3498838, Israel (e-mail: ageser@univ.haifa.ac.il).
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Abstract

Objective

Recent years have seen advances in theories and models of risk and crisis communication, with a focus on emerging epidemic infection. Nevertheless, information flow remains unilateral in many countries and does not take into account the public’s polyvocality and the fact that its opinions and knowledge often “compete” with those of health authorities. This article addresses the challenges organizations face in communicating with the public sphere.

Methods

Our theoretical approach is conceptualized through a framework that focuses on the public sphere and that builds upon existing guidelines and studies in the context of health and pandemics. We examine how health organizations cope with the public’s transformation from recipients to an active and vocal entity, ie, how and to what extent health organizations address the public’s anxiety and concerns arising in the social media during outbreaks.

Results

Although international organizations have aspired to relate to the public as a partner, this article identifies notable gaps.

Conclusions

Organizations must involve the public throughout the crisis and conduct dialogues free of prejudices, paternalism, and preconceptions. Thereby, they can impart precise and updated information reflecting uncertainty and considering cultural differences to build trust and facilitate cooperation with the public sphere. (Disaster Med Public Health Preparedness. 2015;9:447–458)

Keywords

risk and crisis communicationemerging infectious diseasepublic spherecommunication frameworkoutbreak communication
Type
Original Research
Information
Disaster Medicine and Public Health Preparedness , Volume 9 , Issue 4 , August 2015 , pp. 447 - 458
Copyright
Copyright © Society for Disaster Medicine and Public Health, Inc. 2015 

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