Risk Communication- Mental Models Approach

The following outlined steps is an overview of the methodology followed for the project. 
Some of them are already completed while others are in the process of completion.

1.    The creation of an expert model of the risk, in this case carbon monoxide
poisonings thru interviews with experts in the field such as health experts,
emergency respondents (such as firefighters), and public authorities.

2.    The creation of a lay people’s model, that will reflect the knowledge of the
people in the community with regards to carbon monoxide poisoning and the
use of heaters.  This information was collected by conducting a total of 22
semi-structured interviews.

3.    The models were compared and any gaps between them identified.  Those gaps
will be addressed more thoroughly in the structured interviews

4.     The structured interviews will be conducted to 150 people.  These interviews are
also known as confirmatory questionnaires in order to identify the most widely
held misconceptions and evaluate their impact. 

5.     Analyzing the information from the confirmatory questionnaires the risk communication
protocol is created addressing pertinent correct beliefs and discouraging important
misconceptions.  The communication protocol will be presented using opinion leaders,
focus group meetings, and comic books.

·      The protocol will be developed to be compatible with the knowledge level and cultural norms of the target population. The information will be defined as an innovation (an idea or technology new to the target population) that is presented to audiences free of extraneous and overly specialized knowledge (Rogers, 2003).

·      The protocol will identify opinion leaders within the neighborhoods of study to help promote behavior change among their families and peers. Interpersonal networks work well to trigger social change and can benefit from mass media campaigns that identify a problem and propose a solution (Rogers, 2003).

·      The protocol will provide audiences with evidence that illustrates the advantage of adopting safer indoor heater use, for example, maintaining good ventilation in the home. Illustrations of relative advantage helps people identify reasons for altering their behavior and the cost/benefits of such actions and will be featured in the comic books.

·      The protocol will be client-oriented by being made relevant to people’s needs and daily lives. It is particularly important that such information also be framed within a culturally sensitive framework (Kim, 2001).