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science communication x framing x

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This article explores the relationship between the scientific information and users of scientific information, including what sources are trusted and used most.
Often perception by community residents and lay public of risk differ from actual risk that is based on careful analysis. We need to learn to communicate actual risk by using active listening, assessing frames within which risks are perceived, and separating identity frames from risk frames.
Authors focus on using the framing technique to convery technical information in the most effective way