Risk communication and infectious diseases in an age of digital media

Purpose: In a digital world where the public's voice is growing increasingly strong, how can health experts best exert influence to contain the global spread of infectious diseases? Digital media sites provide an important source of health information, however are also powerful platforms for the public to air personal experiences and concerns. This has led to a growing phenomenon of civil skepticism towards health issues including Emerging Infectious Diseases and epidemics. Methods & Materials: Following the shift in the role of the public from recipients to a vocal entity, this presentation, based on my book titled Risk Communication and Infectious Diseases in an Age of Digital Media, published by Routledge Studies in Public Health, explores the different organizational strategies for communicating public health information and identifies common misconceptions that can inhibit effective communication with the public. Drawing on original research and a range of global case studies, this timely presentation offers an important assessment of the complex dynamics at play in managing risk and informing public health decisions, by providing thought-provoking analysis of the implications for future health communication policy and practice Results: In order to create a credible scientific discourse, certain patterns that are still ingrained in the health organizations must be overcome: (1) homogeneous executive committees; (2) public health experts versus “people with agendas”; (3) from certainty to uncertainty; (4) the preference for consensus; (5) conflicts of interest; (6) facts/rationality v. emotions/myths; and (7) the medicalization of public health. Conclusion: In the digital age, organizations can deconstruct what Foucault called the field of knowledge/power by using the different narratives of diverse publics to create a more balanced democratic system that also has creative flexibility. For that to happen, the establishment must change its mode of thinking in its scientific discourse, while at the same time building digital and communication systems that use crowdsourcing to solve scientific problems, and involving and including the public in the discourse in the public sphere. These steps can contribute to a different risk management approach for epidemic crises, bringing organizations closer to their metaphorical potential of embracing the public sphere.