Balanced communication of risks and evidence
10:05 - 10:25
Evidence and Research
Decisions and opinions, whether personal or official, should ideally be informed by evidence combined with values. This means we need balanced communication of evidence, which is not framed or selected to arouse a particular emotion or persuade in one direction. But evidence that is relevant to individuals comprises more than science and statistics – it might also include information on what others think, whether authorities have addressed public concerns, and whether ‘experts’ share your values. It is particularly important to acknowledge this wider idea of evidence in contested areas, such as GMOs and fracking. Using this perspective, I will look at evidence communication for both e-cigarettes and other areas of contested science.
- Professor David Spiegelhalter FRS Winton Professor of the Public Understanding of Risk - Cambridge University
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