Race & class in risk communication in post-Katrina New Orleans

What is it about?

The assumption of racial differences in communication is socially and culturally embedded, and has been reflected in communication research for decades. Studies have revealed significant racial differences in trust in sources of risk communication messages. This study shows that race has been overvalued as an active agent in the risk communication process. It reveals that Blacks and Whites have similar levels of trust in mass media as risk communication sources. Socio-economic status was found to be a greater predictor of trust in those sources than was race. The study has positive implications for the design of effective risk messaging campaigns for populations at-risk from natural disasters.

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Why is it important?

I believe this study marks something of a turning point in risk communication. For too long, the assumption of racial differences in communication have gone largely unchallenged, and have affected not only risk communication research, but the design of risk communication message campaigns. In a world where climate-related natural disasters are increasing in frequency and intensity, we need to make the most efficient use of scarce resources for those campaigns. I believe this study contributes to the achievement of that goal.

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