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Seminar
on public attitudes research, for AEBC's Developmental Group on Public
Attitudes and Consumer Choice.
Dr
Lynn Frewer
Consumer Science Section, IFR
1.
Scope and character of recent relevant research studies
Understanding
the social context of genetic modification has been an area of research
within IFR since the early 1990s. Initial research focused on public
perceptions and attitudes in relation to GM, but has subsequently
broadened to examine GM in the context of broader risk management
issues.
Thus
research has directed effort towards understanding risk perception
and communication, and public perspectives associated with risk management
policy and regulatory issues. The research program aims to develop
rigorous theoretical approaches to understanding the psychology associated
with different potential hazards such as genetic modification, and
provide information forming the basis of development of best practice
in risk communication. A particular emphasis within the risk communication
research has been on the communication of uncertainty arising as part
of the process of risk analysis. Emphasis has also been placed on
the role of risk communication in the context of risk management and
regulation. This includes the understanding of processes that inform
wider policy issues such as those associated with public confidence
in regulatory mechanisms put into place in order to protect the public.
Research directed towards understanding the determinants of public
trust both in risk management processes, and information provided
by different sources, has been subject to systematic empirical investigation.
Other research has focused on understanding public preferences for
different risk mitigation priorities, and this has initiated new research
into how people's value systems influence their preferences for different
styles of regulation. Research into developing targeted information
strategies, which take due account of the ethical and social issues
that may arise from post-genomic research, is currently an area under
development.
2.
Preferred research methods.
A variety
of research methods have been applied to understanding key research
questions. These have included theoretical approaches embedded in
social psychology (for example, the Elaboration Likelihood Model,
and the Theory of Reasoned Action), combined qualitative and quantitative
methodologies (repertory grid or means-end chain analysis combined
with quantitative survey methods), focus groups, polarised focus groups,
etc. Research has also utilised the Social Amplification of Risk Framework
to evaluate changes in public attitudes. Research into effective public
consultation has involved the development of evaluative criteria and
their validation using a case study approach. More recently, approaches
traditionally used within political science and history of medicine
(archive analysis, interpretive observation), and economics are being
applied in collaborative projects.
The methods
described have all been applied (but not exclusively) to research
associated with understanding risk management and genetic modification.
3.
Relationships
Strengths
in our research lie in our ability to work closely with those with
either a social science or natural science background. In part, this
reflects our physical institutional location as well as "consumer
science" being a key component of the Framework 5 programme,
which facilitates opportunities for collaborations between social
and natural sciences within Europe.
A major
weakness is integrating the conclusions of our research with those
in natural or physical science disciplines, in order to identify cohesive
policy outputs. Whilst the reasons for this failure of integration
merit research themselves, in the meantime it would be useful to develop
short terms approaches to developing more effective dialogue between
people with different theoretical perspectives, particularly where
these perspectives are drawn from a very broad disciplinary background.
I have concerns that social science is regarded as a "bolt on"
to natural science research programmes, rather than an integral part
of the overall research process. How might more explicit and fruitful
integration be managed?
4.
Insights (questions arising?) from research of particular relevance
to the seminar.
Trust.
Our research shows that the relationship between trust in institutions
and bodies (in the providers of information) has very little influence
on risk perceptions associated with (for example) genetic modification.
Similarly, trust in institutions does not influence whether or not
people want information from them. This implies that resources should
be directed towards communication rather than increasing trust.
Variations
in public preference for regulatory approaches. This varies with
hazard type, and tends to be greater for technological hazards particularly
if people have concerns about potential for negative environmental
impact. At the present, a small majority are in favour of "precautionary
approaches", although a substantial minority express a preference
for "informed choice" to be adopted. What are the implications
for risk policy under these conditions?
Public
consultation. Current approaches (including "novel"
methods like consensus conferences and citizens juries) do not effectively
involve under-represented groups in the policy process, despite best
intentions to do so. How might this problem be addressed?
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