PUBLIC RELIANCE ON RISK COMMUNICATION CHANNELS IN THE WAKE OF A CRYPTOSPORIDIUM OUTBREAK

In the spring of 1993, about 39% of Milwaukee-area residents suffered through a nationally publicized illness brought about by cryptosporidi um, a parasite that had infested the metropolitan drinking water suppl y. Our study, based on a telephone survey of 610 local adult residents , indicates that worry about becoming ill in the future with cryptospo ridiosis relates more strongly and consistently to public reliance on, and use of, media for cryptosporidium information than do a range of risk perception and experience variables. We propose that more studies should take an audience-centered approach to understanding risk commu nication.