FROM PERCEPTION TO CHANGE. A MODEL FOR THE PREVENTION OF COMMUNICATION
University of Rome Tor Vergata (Italy)
The paper presents and discusses a model for the prevention of communication in relation to natural disasters, starting from the experience of Indrix an European project and the Italian campaign “I do not risk”. The model consists of: a) the four stages of the change of prevention of communication process: 1) perception and relevance: how to sense a theme or a significant problem, 2) knowledge: how to deepen the characteristics of the issue or problem that I consider relevant; 3) incorporation: how do I incorporate the theme in the imaginary; 4) change: how can change behaviors and attitudes; b) the four principles of daily work for the prevention of communication: attend the media, read the public space, to deal with the operators of information, analyze the media landscape of the theme; c) the five dimensions for the prevention of communication strategy: 1) popularity in the messages; 2) use of narratives; 3) ritual in communication actions; 4) colonize the imaginary: imaginary appropriation of the market communication, 5) media education: to build knowledge and awareness among citizens; d) the four phases of the impact assessment of prevention communication objectives, community analysis, measurement of involvement and participation, impact assessment.
Keywords: prevention communication, natural disaster, change
Themes: disaster coverage in the media, Risk, Stigma and Health Communication