communication is a lot like magic now our stories are myths and our
now our stories are myths and our
now our stories are myths and our legends and our cultural histories teach
legends and our cultural histories teach
legends and our cultural histories teach us that magic can be used for good or
us that magic can be used for good or
us that magic can be used for good or evil for benevolent purposes where we
evil for benevolent purposes where we
evil for benevolent purposes where we can try and improve the lives of others
can try and improve the lives of others
can try and improve the lives of others or for more malicious intentions and I
or for more malicious intentions and I
or for more malicious intentions and I think that communication is actually
think that communication is actually
think that communication is actually quite similar at it’s very best
quite similar at it’s very best
quite similar at it’s very best communication can help us to demonstrate
communication can help us to demonstrate
communication can help us to demonstrate our love and our affection for one
our love and our affection for one
our love and our affection for one another it’s communication that allows
another it’s communication that allows
another it’s communication that allows us to share our stories and our daily
us to share our stories and our daily
us to share our stories and our daily lives as we commune with our friends and
lives as we commune with our friends and
lives as we commune with our friends and our families and it’s communication that
our families and it’s communication that
our families and it’s communication that allows us to inspire others to come
allows us to inspire others to come
allows us to inspire others to come together to face the most difficult
together to face the most difficult
together to face the most difficult challenges that we see in a generation
challenges that we see in a generation
challenges that we see in a generation however there’s a dark side to
however there’s a dark side to
however there’s a dark side to communication communication can be used
communication communication can be used
communication communication can be used to foster injustice and breed
to foster injustice and breed
to foster injustice and breed intolerance it can also work to improve
intolerance it can also work to improve
intolerance it can also work to improve the idea that hate is okay and it can
the idea that hate is okay and it can
the idea that hate is okay and it can even be used to incite violence now it’s
even be used to incite violence now it’s
even be used to incite violence now it’s my goal for our time together today to
my goal for our time together today to
my goal for our time together today to discuss how yes communication can be
discuss how yes communication can be
discuss how yes communication can be like magic but to more importantly
like magic but to more importantly
like magic but to more importantly understand the roles of communication so
understand the roles of communication so
understand the roles of communication so that way we can improve our ability to
that way we can improve our ability to
that way we can improve our ability to be good communicators while also making
be good communicators while also making
be good communicators while also making sure that those who might use
sure that those who might use
sure that those who might use communication in a more malicious way
communication in a more malicious way
communication in a more malicious way don’t cast their spells upon us so
don’t cast their spells upon us so
don’t cast their spells upon us so that’s our goals for today now when I
that’s our goals for today now when I
that’s our goals for today now when I talk about communication being like
talk about communication being like
talk about communication being like magic I really mean it when we look back
magic I really mean it when we look back
magic I really mean it when we look back at all those stories and histories magic
at all those stories and histories magic
at all those stories and histories magic typically takes one of three forms the
typically takes one of three forms the
typically takes one of three forms the first type is a magic of creation that’s
first type is a magic of creation that’s
first type is a magic of creation that’s where the magician might pull a rabbit
where the magician might pull a rabbit
where the magician might pull a rabbit out of a seemingly empty hat and then
out of a seemingly empty hat and then
out of a seemingly empty hat and then there’s the second form of magic the
there’s the second form of magic the
there’s the second form of magic the magic of transformation like alchemy
magic of transformation like alchemy
magic of transformation like alchemy turning lead into gold and the third
turning lead into gold and the third
turning lead into gold and the third type of magic that we see from our
type of magic that we see from our
type of magic that we see from our stories and our histories is a magic of
stories and our histories is a magic of
stories and our histories is a magic of control where we can actually cast a
control where we can actually cast a
control where we can actually cast a spell and make others do our bidding for
spell and make others do our bidding for
spell and make others do our bidding for us and I see certain parallels when we
us and I see certain parallels when we
us and I see certain parallels when we talk about communication the first one
talk about communication the first one
talk about communication the first one when we’re talking about a magic of
when we’re talking about a magic of
when we’re talking about a magic of creating I see
creating I see
creating I see as communication itself the basic
as communication itself the basic
as communication itself the basic conception of communication is to note
conception of communication is to note
conception of communication is to note that we might take an idea from our
that we might take an idea from our
that we might take an idea from our minds and be able to put that same idea
minds and be able to put that same idea
minds and be able to put that same idea in somebody else’s mind literally create
in somebody else’s mind literally create
in somebody else’s mind literally create shared understanding that’s pretty
shared understanding that’s pretty
shared understanding that’s pretty magical to me
magical to me
magical to me the second form that magic of
the second form that magic of
the second form that magic of transformation well that seems a lot
transformation well that seems a lot
transformation well that seems a lot like the actual physical process of
like the actual physical process of
like the actual physical process of communication as I see it you see when
communication as I see it you see when
communication as I see it you see when we actually want to communicate anything
we actually want to communicate anything
we actually want to communicate anything we go through an incredibly elaborate
we go through an incredibly elaborate
we go through an incredibly elaborate process that it actually transforms the
process that it actually transforms the
process that it actually transforms the energy that we use to create this shared
energy that we use to create this shared
energy that we use to create this shared understanding so when I have an idea in
understanding so when I have an idea in
understanding so when I have an idea in my head that I want to share my brain
my head that I want to share my brain
my head that I want to share my brain sends an electrical signal down to many
sends an electrical signal down to many
sends an electrical signal down to many parts of my body and more than 100
parts of my body and more than 100
parts of my body and more than 100 muscles are actually involved in me
muscles are actually involved in me
muscles are actually involved in me producing speech sounds and these
producing speech sounds and these
producing speech sounds and these muscles don’t just fire at random they
muscles don’t just fire at random they
muscles don’t just fire at random they have to fire in perfect harmony and in
have to fire in perfect harmony and in
have to fire in perfect harmony and in doing so they create pressure that
doing so they create pressure that
doing so they create pressure that pushes air up out of my lungs and that
pushes air up out of my lungs and that
pushes air up out of my lungs and that air travels up to my larynx and through
air travels up to my larynx and through
air travels up to my larynx and through my vocal cords where I shape the volume
my vocal cords where I shape the volume
my vocal cords where I shape the volume and pitch of my words and that air goes
and pitch of my words and that air goes
and pitch of my words and that air goes further forward and is shaped further by
further forward and is shaped further by
further forward and is shaped further by my tongue my lips my jaw even my nasal
my tongue my lips my jaw even my nasal
my tongue my lips my jaw even my nasal passages all play a role in producing
passages all play a role in producing
passages all play a role in producing those vowel and consonant sounds and
those vowel and consonant sounds and
those vowel and consonant sounds and what started as an electrical impulse in
what started as an electrical impulse in
what started as an electrical impulse in my brain suddenly travels out to all of
my brain suddenly travels out to all of
my brain suddenly travels out to all of you as sound waves it’s been transformed
you as sound waves it’s been transformed
you as sound waves it’s been transformed and those sound waves travel out and
and those sound waves travel out and
and those sound waves travel out and they hit those big beautiful satellite
they hit those big beautiful satellite
they hit those big beautiful satellite dishes of years that you have on the
dishes of years that you have on the
dishes of years that you have on the sides of your head and those satellite
sides of your head and those satellite
sides of your head and those satellite dishes of ears funnel those sound waves
dishes of ears funnel those sound waves
dishes of ears funnel those sound waves down as vibrations and those vibrations
down as vibrations and those vibrations
down as vibrations and those vibrations hit your eardrum and they go and hit
hit your eardrum and they go and hit
hit your eardrum and they go and hit those three tiny bones that you might
those three tiny bones that you might
those three tiny bones that you might remember from your seventh grade science
remember from your seventh grade science
remember from your seventh grade science class the hammer or the anvil and the
class the hammer or the anvil and the
class the hammer or the anvil and the stirrup right and it goes to your inner
stirrup right and it goes to your inner
stirrup right and it goes to your inner cochlea which magically or seemingly
cochlea which magically or seemingly
cochlea which magically or seemingly magically transforms those vibrations
magically transforms those vibrations
magically transforms those vibrations back into an electrical impulse that
back into an electrical impulse that
back into an electrical impulse that travels along your auditory nerve and
travels along your auditory nerve and
travels along your auditory nerve and hits your brain and poof we have shared
hits your brain and poof we have shared
hits your brain and poof we have shared understanding from my brain to yours
understanding from my brain to yours
understanding from my brain to yours we’re able to see this magic of
we’re able to see this magic of
we’re able to see this magic of transformation now it’s the third form
transformation now it’s the third form
transformation now it’s the third form of magic that I really want to talk to
of magic that I really want to talk to
of magic that I really want to talk to you all about today
you all about today
you all about today in our histories we talked about this
in our histories we talked about this
in our histories we talked about this idea of a magic of control right
idea of a magic of control right
idea of a magic of control right hypnotism in this full form where we can
hypnotism in this full form where we can
hypnotism in this full form where we can put you under a spell and get you to do
put you under a spell and get you to do
put you under a spell and get you to do exactly what we want you to do and for
exactly what we want you to do and for
exactly what we want you to do and for me as a health communicator and a wrist
me as a health communicator and a wrist
me as a health communicator and a wrist communicator I’m fascinated in the idea
communicator I’m fascinated in the idea
communicator I’m fascinated in the idea that communication can be like this
that communication can be like this
that communication can be like this magic of control that there are things
magic of control that there are things
magic of control that there are things we can do with communication that might
we can do with communication that might
we can do with communication that might actually get you to barely even think
actually get you to barely even think
actually get you to barely even think about what you’re doing and instead act
about what you’re doing and instead act
about what you’re doing and instead act on a greater impulse let’s put it to the
on a greater impulse let’s put it to the
on a greater impulse let’s put it to the test I’m gonna give you a classic test
test I’m gonna give you a classic test
test I’m gonna give you a classic test that was developed in the 1920s on the
that was developed in the 1920s on the
that was developed in the 1920s on the next slide you’re gonna see two shapes
next slide you’re gonna see two shapes
next slide you’re gonna see two shapes your job is to tell me which shape
your job is to tell me which shape
your job is to tell me which shape should be called bobba and which shape
should be called bobba and which shape
should be called bobba and which shape should be called Kiki you ready here we
should be called Kiki you ready here we
should be called Kiki you ready here we go
all right on three
all right on three I want everyone to seal out the name of
I want everyone to seal out the name of
I want everyone to seal out the name of the shape on the left one two three Kiki
the shape on the left one two three Kiki
the shape on the left one two three Kiki that’s correct and that makes the one on
that’s correct and that makes the one on
that’s correct and that makes the one on the right buh-bah now how did I do that
the right buh-bah now how did I do that
the right buh-bah now how did I do that right this is a classic test that shows
right this is a classic test that shows
right this is a classic test that shows that yes I can predict exactly what’s in
that yes I can predict exactly what’s in
that yes I can predict exactly what’s in your heads already right not fully what
your heads already right not fully what
your heads already right not fully what this test helps to demonstrate for us is
this test helps to demonstrate for us is
this test helps to demonstrate for us is that all of our senses are connected to
that all of our senses are connected to
that all of our senses are connected to how we envision in the world right to
how we envision in the world right to
how we envision in the world right to how we actually perceive and make
how we actually perceive and make
how we actually perceive and make decisions in real life it’s called
decisions in real life it’s called
decisions in real life it’s called synesthetic ideation a big fancy word
synesthetic ideation a big fancy word
synesthetic ideation a big fancy word that notes that our senses are connected
that notes that our senses are connected
that notes that our senses are connected now when you think about the
now when you think about the
now when you think about the pronunciation of the words boba and Kiki
pronunciation of the words boba and Kiki
pronunciation of the words boba and Kiki you’ll note that boba is a rounder sound
you’ll note that boba is a rounder sound
you’ll note that boba is a rounder sound that you actually make a round shape
that you actually make a round shape
that you actually make a round shape with your mouth which parallels boba the
with your mouth which parallels boba the
with your mouth which parallels boba the amoeboid shaped image that’s on the side
amoeboid shaped image that’s on the side
amoeboid shaped image that’s on the side over here right and Kiki has a higher
over here right and Kiki has a higher
over here right and Kiki has a higher pitch and fall rate which generally
pitch and fall rate which generally
pitch and fall rate which generally makes you think about a shape that looks
makes you think about a shape that looks
makes you think about a shape that looks more spiky like our Kiki here
more spiky like our Kiki here
more spiky like our Kiki here fascinating now we know that there’s not
fascinating now we know that there’s not
fascinating now we know that there’s not full 100% control for communication the
full 100% control for communication the
full 100% control for communication the magic isn’t fully real right
magic isn’t fully real right
magic isn’t fully real right but it is still pretty powerful and as a
but it is still pretty powerful and as a
but it is still pretty powerful and as a health and risk communicator I’m really
health and risk communicator I’m really
health and risk communicator I’m really interested in the ways that we can
interested in the ways that we can
interested in the ways that we can potentially use communication to
potentially use communication to
potentially use communication to influence people to that next great
influence people to that next great
influence people to that next great degree now I don’t want to scare you but
degree now I don’t want to scare you but
degree now I don’t want to scare you but I’m gonna show you an algorithm alright
I’m gonna show you an algorithm alright
I’m gonna show you an algorithm alright this is the general risk algorithm that
this is the general risk algorithm that
this is the general risk algorithm that we use to actually calculate health
we use to actually calculate health
we use to actually calculate health risks what it says is that risk is a
risks what it says is that risk is a
risks what it says is that risk is a function of magnitude times probability
function of magnitude times probability
function of magnitude times probability now if we break that down we’re actually
now if we break that down we’re actually
now if we break that down we’re actually looking at two basic variables magnitude
looking at two basic variables magnitude
looking at two basic variables magnitude and probability magnitude is the
and probability magnitude is the
and probability magnitude is the likelihood or is the degree to which
likelihood or is the degree to which
likelihood or is the degree to which something can cause harm to you the
something can cause harm to you the
something can cause harm to you the degree to which something can cause harm
degree to which something can cause harm
degree to which something can cause harm to you and probability is the likelihood
to you and probability is the likelihood
to you and probability is the likelihood that that thing might actually happen to
that that thing might actually happen to
that that thing might actually happen to you so we can actually grid this out and
you so we can actually grid this out and
you so we can actually grid this out and look across at some different things in
look across at some different things in
look across at some different things in the world and look at them and see what
the world and look at them and see what
the world and look at them and see what kind of risk are they so we might have a
kind of risk are they so we might have a
kind of risk are they so we might have a low probability low magnitude risk so it
low probability low magnitude risk so it
low probability low magnitude risk so it doesn’t happen very often and when it
doesn’t happen very often and when it
doesn’t happen very often and when it does happen the consequences aren’t that
does happen the consequences aren’t that
does happen the consequences aren’t that bad so this is what happens when you get
bad so this is what happens when you get
bad so this is what happens when you get a paper cut right it’s a very small risk
a paper cut right it’s a very small risk
a paper cut right it’s a very small risk it’s not one that you typically read
it’s not one that you typically read
it’s not one that you typically read major headline news about right it’s one
major headline news about right it’s one
major headline news about right it’s one that when the risk actually happens you
that when the risk actually happens you
that when the risk actually happens you deal with it you move on you put a
deal with it you move on you put a
deal with it you move on you put a band-aid on you go back to work doesn’t
band-aid on you go back to work doesn’t
band-aid on you go back to work doesn’t happen very often doesn’t even hurt very
happen very often doesn’t even hurt very
happen very often doesn’t even hurt very much the consequences aren’t very large
much the consequences aren’t very large
much the consequences aren’t very large however we might have a low probability
however we might have a low probability
however we might have a low probability high magnitude risk doesn’t happen very
high magnitude risk doesn’t happen very
high magnitude risk doesn’t happen very often again but when it does it’s much
often again but when it does it’s much
often again but when it does it’s much more catastrophic these are our airplane
more catastrophic these are our airplane
more catastrophic these are our airplane crashes right these are things that are
crashes right these are things that are
crashes right these are things that are much more deadly but they still don’t
much more deadly but they still don’t
much more deadly but they still don’t happen very often and then we might have
happen very often and then we might have
happen very often and then we might have our high probability low magnitude risk
our high probability low magnitude risk
our high probability low magnitude risk any allergy sufferers in the room I’m
any allergy sufferers in the room I’m
any allergy sufferers in the room I’m with you I have to take an allergy pill
with you I have to take an allergy pill
with you I have to take an allergy pill almost daily just so I don’t have the
almost daily just so I don’t have the
almost daily just so I don’t have the itchy watery eyes right I’m even
itchy watery eyes right I’m even
itchy watery eyes right I’m even allergic to my dog it’s not fair
allergic to my dog it’s not fair
allergic to my dog it’s not fair right so I take a pill and I move on
right so I take a pill and I move on
right so I take a pill and I move on with my life right the consequences
with my life right the consequences
with my life right the consequences aren’t that dire but they happen quite
aren’t that dire but they happen quite
aren’t that dire but they happen quite often right I live with the animal right
often right I live with the animal right
often right I live with the animal right it sleeps on my bed so I have to deal
it sleeps on my bed so I have to deal
it sleeps on my bed so I have to deal with it and then we have the high
with it and then we have the high
with it and then we have the high magnitude high probability and what’s
magnitude high probability and what’s
magnitude high probability and what’s interesting is that
interesting is that
interesting is that times this particular type of risk
times this particular type of risk
times this particular type of risk doesn’t get as much coverage when we’re
doesn’t get as much coverage when we’re
doesn’t get as much coverage when we’re looking at health media as other types
looking at health media as other types
looking at health media as other types of risk the high magnitude high risk is
of risk the high magnitude high risk is
of risk the high magnitude high risk is cardiovascular disease World Health
cardiovascular disease World Health
cardiovascular disease World Health Organization reports that cardiovascular
Organization reports that cardiovascular
Organization reports that cardiovascular disease kills more people than anything
disease kills more people than anything
disease kills more people than anything more people than anything die from
more people than anything die from
more people than anything die from cardiovascular disease yet it’s other
cardiovascular disease yet it’s other
cardiovascular disease yet it’s other things like airplane crashes that tend
things like airplane crashes that tend
things like airplane crashes that tend to get a lot of our attention a lot of
to get a lot of our attention a lot of
to get a lot of our attention a lot of the coverage when we look at the media
the coverage when we look at the media
the coverage when we look at the media and that’s fascinating to me and the
and that’s fascinating to me and the
and that’s fascinating to me and the reason why is because we need to revisit
reason why is because we need to revisit
reason why is because we need to revisit what we know about risk in risk
what we know about risk in risk
what we know about risk in risk communication we know that people don’t
communication we know that people don’t
communication we know that people don’t necessarily understand risks like
necessarily understand risks like
necessarily understand risks like experts do to just judge them on
experts do to just judge them on
experts do to just judge them on magnitude and probability we add a whole
magnitude and probability we add a whole
magnitude and probability we add a whole new variable all of us and that variable
new variable all of us and that variable
new variable all of us and that variable tends to be outrage it tends to be all
tends to be outrage it tends to be all
tends to be outrage it tends to be all of the other stuff all of the emotional
of the other stuff all of the emotional
of the other stuff all of the emotional things that we bring to the table when
things that we bring to the table when
things that we bring to the table when we’re judging a risk and some of those
we’re judging a risk and some of those
we’re judging a risk and some of those we call affect and it’s what I want to
we call affect and it’s what I want to
we call affect and it’s what I want to talk about for the rest of the time that
talk about for the rest of the time that
talk about for the rest of the time that I have with you today is this concept of
I have with you today is this concept of
I have with you today is this concept of effect now effect is the thing that
effect now effect is the thing that
effect now effect is the thing that happens to us whenever we confront a
happens to us whenever we confront a
happens to us whenever we confront a stimulus some other agent enters our
stimulus some other agent enters our
stimulus some other agent enters our lives we have an instinctual and primal
lives we have an instinctual and primal
lives we have an instinctual and primal reaction that’s effect it’s the thing
reaction that’s effect it’s the thing
reaction that’s effect it’s the thing that drives us to understand and react
that drives us to understand and react
that drives us to understand and react and then form judgments about the thing
and then form judgments about the thing
and then form judgments about the thing that we confront every organism has
that we confront every organism has
that we confront every organism has effect so you can imagine the jellyfish
effect so you can imagine the jellyfish
effect so you can imagine the jellyfish under the water
and I hit a rock okay I’ll go this way
and I hit a rock okay I’ll go this way Oh hit another rock go back this way Oh
Oh hit another rock go back this way Oh
Oh hit another rock go back this way Oh found a nice tasty fish right and I can
found a nice tasty fish right and I can
found a nice tasty fish right and I can eat that fish well what happens when the
eat that fish well what happens when the
eat that fish well what happens when the jellyfish bounces around in the ocean it
jellyfish bounces around in the ocean it
jellyfish bounces around in the ocean it makes very quick primal sense out of
makes very quick primal sense out of
makes very quick primal sense out of what it’s bumping into out of the
what it’s bumping into out of the
what it’s bumping into out of the stimuli so effect is a psychological and
stimuli so effect is a psychological and
stimuli so effect is a psychological and physical state that we go through and
physical state that we go through and
physical state that we go through and it’s one where we process primal
it’s one where we process primal
it’s one where we process primal emotions now humans aren’t jellyfish
emotions now humans aren’t jellyfish
emotions now humans aren’t jellyfish right we’re a higher being we have more
right we’re a higher being we have more
right we’re a higher being we have more complex emotions this is the emotional
complex emotions this is the emotional
complex emotions this is the emotional color wheel that shows a lot of the
color wheel that shows a lot of the
color wheel that shows a lot of the emotions that we portray and go through
emotions that we portray and go through
emotions that we portray and go through in different times in our lives and we
in different times in our lives and we
in different times in our lives and we have very complex emotions which are
have very complex emotions which are
have very complex emotions which are tough and is difficult to deal with now
tough and is difficult to deal with now
tough and is difficult to deal with now for me studying health and risk
for me studying health and risk
for me studying health and risk communication I’m interested in
communication I’m interested in
communication I’m interested in basically one of these for the most part
basically one of these for the most part
basically one of these for the most part in my personal research and the emotion
in my personal research and the emotion
in my personal research and the emotion that I look at when I’m dealing with
that I look at when I’m dealing with
that I look at when I’m dealing with investigating effect is the emotion of
investigating effect is the emotion of
investigating effect is the emotion of fear fear is an incredibly powerful
fear fear is an incredibly powerful
fear fear is an incredibly powerful emotion and it’s an incredibly powerful
emotion and it’s an incredibly powerful
emotion and it’s an incredibly powerful affective state that we process that
affective state that we process that
affective state that we process that number one helps to keep us alive fear
number one helps to keep us alive fear
number one helps to keep us alive fear keeps us away from danger because it
keeps us away from danger because it
keeps us away from danger because it alerts us to danger well right we can
alerts us to danger well right we can
alerts us to danger well right we can see the danger coming and choose to
see the danger coming and choose to
see the danger coming and choose to react appropriately but sometimes we
react appropriately but sometimes we
react appropriately but sometimes we don’t react in the right way so I want
don’t react in the right way so I want
don’t react in the right way so I want to write here and now have you all feel
to write here and now have you all feel
to write here and now have you all feel what that affects like by confronting
what that affects like by confronting
what that affects like by confronting your very own fear message you ready
it worked now what just happened here
it worked now what just happened here because it’s a very interesting thing
because it’s a very interesting thing
because it’s a very interesting thing that just happened right I jump out and
that just happened right I jump out and
that just happened right I jump out and go ah the basic most primal fear message
go ah the basic most primal fear message
go ah the basic most primal fear message there is and every single person in the
there is and every single person in the
there is and every single person in the room had that effect of reaction it
room had that effect of reaction it
room had that effect of reaction it didn’t just happen in your mind it
didn’t just happen in your mind it
didn’t just happen in your mind it happened in your body as well right and
happened in your body as well right and
happened in your body as well right and you go back and forth between the mind
you go back and forth between the mind
you go back and forth between the mind and body to make sense of what happened
and body to make sense of what happened
and body to make sense of what happened the very first thing that happened was
the very first thing that happened was
the very first thing that happened was you jolted right you had that visceral
you jolted right you had that visceral
you jolted right you had that visceral reaction of fear and then you had a
reaction of fear and then you had a
reaction of fear and then you had a cognitive process to figure out what
cognitive process to figure out what
cognitive process to figure out what should I do with this fear now that I
should I do with this fear now that I
should I do with this fear now that I have this effect of fear State and you
have this effect of fear State and you
have this effect of fear State and you kind of turned and you looked and you
kind of turned and you looked and you
kind of turned and you looked and you went okay am i a safe place yes this is
went okay am i a safe place yes this is
went okay am i a safe place yes this is a safe place okay I can release the fear
a safe place okay I can release the fear
a safe place okay I can release the fear by laughing right now if I showed up in
by laughing right now if I showed up in
by laughing right now if I showed up in your bedroom at 3 in the morning tonight
your bedroom at 3 in the morning tonight
your bedroom at 3 in the morning tonight and I left out of the closet you
and I left out of the closet you
and I left out of the closet you probably wouldn’t be laughing then right
probably wouldn’t be laughing then right
probably wouldn’t be laughing then right it’s a tricky case you have to
it’s a tricky case you have to
it’s a tricky case you have to understand what that fear means given
understand what that fear means given
understand what that fear means given the context and so we see that fear is
the context and so we see that fear is
the context and so we see that fear is an incredible driver and it’s something
an incredible driver and it’s something
an incredible driver and it’s something that we can use effectively to
that we can use effectively to
that we can use effectively to communicate about health and risk but we
communicate about health and risk but we
communicate about health and risk but we can also see that sometimes it goes a
can also see that sometimes it goes a
can also see that sometimes it goes a little too far and sometimes we use fear
little too far and sometimes we use fear
little too far and sometimes we use fear when we shouldn’t there’s one very
when we shouldn’t there’s one very
when we shouldn’t there’s one very interesting historical case where in the
interesting historical case where in the
interesting historical case where in the UK in the 80s cow’s brains were eating
UK in the 80s cow’s brains were eating
UK in the 80s cow’s brains were eating the holes into themselves sounds very
the holes into themselves sounds very
the holes into themselves sounds very very scary right and the pictures are
very scary right and the pictures are
very scary right and the pictures are pretty gross basically what was
pretty gross basically what was
pretty gross basically what was happening was cows were eating diseased
happening was cows were eating diseased
happening was cows were eating diseased food and because of it the proteins in
food and because of it the proteins in
food and because of it the proteins in their brains were folding upon
their brains were folding upon
their brains were folding upon themselves and literally chewing holes
themselves and literally chewing holes
themselves and literally chewing holes through their own brains now scientists
through their own brains now scientists
through their own brains now scientists said well we need to educate the public
said well we need to educate the public
said well we need to educate the public about this issue because there may there
about this issue because there may there
about this issue because there may there may be a small chance that if people
may be a small chance that if people
may be a small chance that if people then eat that cattle eat that beef that
then eat that cattle eat that beef that
then eat that cattle eat that beef that they too could have an Associated
they too could have an Associated
they too could have an Associated disease now scientists had a name for it
disease now scientists had a name for it
disease now scientists had a name for it they called it bovine spongiform
they called it bovine spongiform
they called it bovine spongiform encephalopathy bovine spongiform
encephalopathy bovine spongiform
encephalopathy bovine spongiform encephalopathy right it’s a mouthful you
encephalopathy right it’s a mouthful you
encephalopathy right it’s a mouthful you win an award if you
win an award if you
win an award if you say it three times fast right bovine
say it three times fast right bovine
say it three times fast right bovine spongiform encephalopathy now when they
spongiform encephalopathy now when they
spongiform encephalopathy now when they started reporting about bovine
started reporting about bovine
started reporting about bovine spongiform encephalopathy they noticed
spongiform encephalopathy they noticed
spongiform encephalopathy they noticed that a lot of the public wasn’t really
that a lot of the public wasn’t really
that a lot of the public wasn’t really concerned about this disease called
concerned about this disease called
concerned about this disease called bovine spongiform encephalopathy right
bovine spongiform encephalopathy right
bovine spongiform encephalopathy right why because it’s such a mouthful there
why because it’s such a mouthful there
why because it’s such a mouthful there was a journalist David Brown in 1990 who
was a journalist David Brown in 1990 who
was a journalist David Brown in 1990 who changed the term and he said you know
changed the term and he said you know
changed the term and he said you know instead of describing what the disease
instead of describing what the disease
instead of describing what the disease is
is
is we should describe what it does and he
we should describe what it does and he
we should describe what it does and he changed the term to mad cow disease
changed the term to mad cow disease
changed the term to mad cow disease which is how you all know the disease to
which is how you all know the disease to
which is how you all know the disease to be called what that did is it provided a
be called what that did is it provided a
be called what that did is it provided a new touchstone that actually could
new touchstone that actually could
new touchstone that actually could elicit a different fear response among
elicit a different fear response among
elicit a different fear response among the public and they could then deal
the public and they could then deal
the public and they could then deal appropriately with their own emotion
appropriately with their own emotion
appropriately with their own emotion about it to make a decision about the
about it to make a decision about the
about it to make a decision about the risk now interestingly when press
risk now interestingly when press
risk now interestingly when press started coming out and demonstrating
started coming out and demonstrating
started coming out and demonstrating that yes this disease might be dangerous
that yes this disease might be dangerous
that yes this disease might be dangerous and yes it’s associated with another
and yes it’s associated with another
and yes it’s associated with another long sounding difficult disease called
long sounding difficult disease called
long sounding difficult disease called creutzfeldt-jakob disease which affects
creutzfeldt-jakob disease which affects
creutzfeldt-jakob disease which affects humans in a very similar way when we
humans in a very similar way when we
humans in a very similar way when we changed the name to mad cow disease we
changed the name to mad cow disease we
changed the name to mad cow disease we saw people starting to pay attention and
saw people starting to pay attention and
saw people starting to pay attention and you saw people starting to pay attention
you saw people starting to pay attention
you saw people starting to pay attention in mass you saw people stopping buying
in mass you saw people stopping buying
in mass you saw people stopping buying beef you saw people really angered about
beef you saw people really angered about
beef you saw people really angered about the issue you saw people having protests
the issue you saw people having protests
the issue you saw people having protests about the issue and the like and you saw
about the issue and the like and you saw
about the issue and the like and you saw it even spilling over into other sectors
it even spilling over into other sectors
it even spilling over into other sectors where it wasn’t just influencing beef
where it wasn’t just influencing beef
where it wasn’t just influencing beef but even other types of meat when we
but even other types of meat when we
but even other types of meat when we look at risks and we look specifically
look at risks and we look specifically
look at risks and we look specifically at how the public comes to understand
at how the public comes to understand
at how the public comes to understand risk there are two sides both sides are
risk there are two sides both sides are
risk there are two sides both sides are wrong that’s the sad part there’s one
wrong that’s the sad part there’s one
wrong that’s the sad part there’s one potential true risk that’s the best
potential true risk that’s the best
potential true risk that’s the best understanding the actual risk that we
understanding the actual risk that we
understanding the actual risk that we try to come close to and working with
try to come close to and working with
try to come close to and working with our scientists right our toxicologist
our scientists right our toxicologist
our scientists right our toxicologist our epidemiologist the like try to come
our epidemiologist the like try to come
our epidemiologist the like try to come up with this number real risk true risk
up with this number real risk true risk
up with this number real risk true risk representative risk that’s the line in
representative risk that’s the line in
representative risk that’s the line in the middle and unfortunately when we are
the middle and unfortunately when we are
the middle and unfortunately when we are trying to communicate with the public we
trying to communicate with the public we
trying to communicate with the public we oftentimes are combating with people
oftentimes are combating with people
oftentimes are combating with people being on either side of real risk and so
being on either side of real risk and so
being on either side of real risk and so our job as communicators is to try and
our job as communicators is to try and
our job as communicators is to try and bring them back to closer to that real
bring them back to closer to that real
bring them back to closer to that real risk side so we have on one side
risk side so we have on one side
risk side so we have on one side the attenuated risks these are the risks
the attenuated risks these are the risks
the attenuated risks these are the risks that should be more feared by society
that should be more feared by society
that should be more feared by society and aren’t for instance radon radon is
and aren’t for instance radon radon is
and aren’t for instance radon radon is an odorless tasteless colorless gas that
an odorless tasteless colorless gas that
an odorless tasteless colorless gas that is radioactive and is known to cause
is radioactive and is known to cause
is radioactive and is known to cause lung cancer same thing goes for high
lung cancer same thing goes for high
lung cancer same thing goes for high calorie diets there’s something that are
calorie diets there’s something that are
calorie diets there’s something that are everywhere in our societies nowadays and
everywhere in our societies nowadays and
everywhere in our societies nowadays and there’s something that needs to have a
there’s something that needs to have a
there’s something that needs to have a greater emphasis of fear upon in the
greater emphasis of fear upon in the
greater emphasis of fear upon in the public and then we have the other side
public and then we have the other side
public and then we have the other side the amplified risks those are the risks
the amplified risks those are the risks
the amplified risks those are the risks that the public views as not risky or as
that the public views as not risky or as
that the public views as not risky or as risky but they shouldn’t be viewed as
risky but they shouldn’t be viewed as
risky but they shouldn’t be viewed as risky they’re over amplified in their
risky they’re over amplified in their
risky they’re over amplified in their risk perceptions and these are things
risk perceptions and these are things
risk perceptions and these are things like y2k if you lived through y2k where
like y2k if you lived through y2k where
like y2k if you lived through y2k where they thought that the entire world was
they thought that the entire world was
they thought that the entire world was going to end when it the clock struck
going to end when it the clock struck
going to end when it the clock struck midnight changing into the year 2000 I
midnight changing into the year 2000 I
midnight changing into the year 2000 I have a friend his dad bought a house up
have a friend his dad bought a house up
have a friend his dad bought a house up in the mountains and packed it was ready
in the mountains and packed it was ready
in the mountains and packed it was ready to go just in case the world fell apart
to go just in case the world fell apart
to go just in case the world fell apart right and child kidnapping is another
right and child kidnapping is another
right and child kidnapping is another one where unfortunately a lot of people
one where unfortunately a lot of people
one where unfortunately a lot of people are very concerned that strangers are
are very concerned that strangers are
are very concerned that strangers are going to kidnap your children when we
going to kidnap your children when we
going to kidnap your children when we look at the real data your child is much
look at the real data your child is much
look at the real data your child is much more likely to be kidnapped by someone
more likely to be kidnapped by someone
more likely to be kidnapped by someone you know or an immediate family member
you know or an immediate family member
you know or an immediate family member all right so these are different kinds
all right so these are different kinds
all right so these are different kinds of risks that are over amplified and it
of risks that are over amplified and it
of risks that are over amplified and it brings us back to a tough part about
brings us back to a tough part about
brings us back to a tough part about communication and risk communication
communication and risk communication
communication and risk communication where as dr. Peter Sandman notes one
where as dr. Peter Sandman notes one
where as dr. Peter Sandman notes one aspect of risk communication is figuring
aspect of risk communication is figuring
aspect of risk communication is figuring out how to scare people right right and
out how to scare people right right and
out how to scare people right right and then the next and other component of
then the next and other component of
then the next and other component of risk communication is trying to get them
risk communication is trying to get them
risk communication is trying to get them to calm down again and I think that
to calm down again and I think that
to calm down again and I think that understanding that people are
understanding that people are
understanding that people are purposefully and motivated ly trying to
purposefully and motivated ly trying to
purposefully and motivated ly trying to get your eyes trying to get your
get your eyes trying to get your
get your eyes trying to get your attention through using fear lets you
attention through using fear lets you
attention through using fear lets you know that they’re trying to implement
know that they’re trying to implement
know that they’re trying to implement that third type of magic on you that
that third type of magic on you that
that third type of magic on you that magic of control when you’re reading
magic of control when you’re reading
magic of control when you’re reading online and it says five things your
online and it says five things your
online and it says five things your teenage daughter is doing that could
teenage daughter is doing that could
teenage daughter is doing that could kill her right these are the types of
kill her right these are the types of
kill her right these are the types of articles that are purposefully trying to
articles that are purposefully trying to
articles that are purposefully trying to get your eyes and get your body to align
get your eyes and get your body to align
get your eyes and get your body to align with what they’re saying through this
with what they’re saying through this
with what they’re saying through this type of fear message so if you remember
type of fear message so if you remember
type of fear message so if you remember and understand
and understand
and understand that yes people are indeed trying to use
that yes people are indeed trying to use
that yes people are indeed trying to use fear upon you you can become a better
fear upon you you can become a better
fear upon you you can become a better communicator yourself by not using fear
communicator yourself by not using fear
communicator yourself by not using fear messages when you don’t think you need
messages when you don’t think you need
messages when you don’t think you need to and by being able to protect yourself
to and by being able to protect yourself
to and by being able to protect yourself when other people are trying to put you
when other people are trying to put you
when other people are trying to put you under there
”
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