Listening Needed to Communicate Bird Flu Risks

This article describes the field of journalism called "risk communication" and its potential role in linking avian flu communication and public concern in Indonesia. The author calls for strong journalistic standards including the practice of critically listening to diverse voices from both authorities and the public concerning the political issues in question.

The author uses the example of avian flu communication in Indonesia since 2005 for an examination of journalistic practices. According to the author, Indonesian journalists have reported "on avian influenza by listening to and gathering information from government officials as well as from health and animal experts. Very few, unfortunately, have listened to and reported on the concerns of the public, although basic livelihoods have been seriously affected by the virus." However, the author suggests that currently there is a need for "in-depth journalism that is capable of channeling a variety of opinions, such as those expressed by left, right and non-aligned parties, or by conservative, liberal and independent groups, or authorities, experts and the lay public and so forth. Such journalism makes a robust endeavor to listen to and then present a complexity of opinions; it strives to create a more genuine democratic dialogue between the public and the elite, who together can exchange views to come up with a more realistic and appropriate decision for dealing with pressing social concerns or issues."

The author states that this broader-based sourcing for journalism ensures that messages are not at odds with the public reality, since official measures and scientific findings have not always provided the best solutions concerning health and environmental risks. "In covering risk issues, such journalism also embraces the psychological notion that it is what people feel that matters, especially in shaping changes to social behavior."

However, despite media campaigns organised by the government to raise public awareness and the fact that outbreaks of avian influenza in Indonesia are the highest in the world (2008), many communities are not heeding the messages. Thus, according to the author "[r]isk communication journalists in Indonesia still have lots of homework to do.... Rather than being satisfied with the various kinds of one-size-fits-all "Beat The Bird Flu" campaigns, journalists need to lend their ears more to the impact that awareness campaigns have or might have exerted on people's daily lives. Then, they should be accountable to the public for respectfully presenting very critical views to the government regarding the relevance of campaigns and official measures among diverse communities. The stories of the ways the H5N1-infected communities have dealt with risks in accordance with local conventions might become sources of ideas for other communities to be more pro-active, creative and independent in making their own decisions in facing these risks."