William Leiss

Mad Cows and Mother's Milk: the Perils of Poor Risk Communication William Leiss

Communicating the nature and consequences of environmental health risks is a problematic area of public policy in western democracies. Given the perceived risks associated with the food we eat, chemicals in the environment, and modern technologies - this text argues that consumers need explanations of the nature of those risks, but rarely get them. This text provides an evaluation of the role of risk communication in dealing with public controversies - it analyzes risk communication practice and malpractice to provide a set of lessons for risk managers and communicators. It presents a number of case studies of risk including the "mad cow crises" in 1996, one of the most expensive and tragic examples of poor risk management in the last 25 years. In addition it looks at what is commonly known as hamburger disease, caused by a virulent form of the E.coli bacterium, which has struck thousands and killed over 30 people in the last few years. Despite its effects, it is unclear to what extent scientific knowledge on preventing the disease is reaching the public. Other case studies include the use of a genetically engineered hormone to increase milk production in cows, health risks associated with silicone breast implants, public controversies surrounding dioxins and PCBs and the introduction to agricultural biotechnology.