Risk Perception However, most people are not scientific experts or food safety professionals They do not evaluate

risks and make decisions based on scientific information alone Rather, there are a variety of psychological determinants that can influence risk perception: 1. Whether a risk is involuntary or voluntary - novel GM technology, developed in laboratories, marketed mainly by corporate agri-business (perceived to be high risks) - organic 2. 3. 4. 5. Dread causing mortality Unnatural Potentially catastrophic Fukushima incident Trust in institutions

New information may not influence existing perceptions Case Studies: Melamine in China 300,000, 6 deaths Cover-up of the incident Satisfies many of the said factors Recurrence of melamine on the market lack of control Case Study: Phthalates in Taiwan Although no deaths and no illnesses reported, perception of risk still very high Trust eroded

Case Study: E. sakazakii in Indonesia Hazard has potential to cause deaths in infants Even though there was no outbreak of disease around the same period of time Refusal to release name of the brands, withholding information (Cover up) http://www.hrbaudit.com/2011/08/e-sakazakii-list-still-secret-in-jakarta/ http://www.antaranews.com/en/news/73547/all-milk-brands-in-ri-found-sakazakii-free Case Study: para-Hydroxy benzoate

http://www.thejakartaglobe.com/home/critics-blast-indonesian-governments-defense-ofindomie/401240 Who Influences Risk Perception? There are a variety of actors who can influence risk perception These actors sometimes compete with one another

1. Scientists Risk communication is applied to relate scientific information about risks to the public Unfortunately, scientists tend to be poor communicators in general Trust in scientists has also been in decline in many societies They are not perceived to share mainstream social values tinkering in labs playing God (mad scientist picture) Authoritative status has been gradually eroded and being supplanted by other actors

2. Public Figures Could be political figures, pop culture icons, writers and others who have access to mass media Politicians Tony Pua 1 Malaysia, President of Zambia Why would I give my citizens poison? Pop culture icons: Prince Charles raised concerns about the enormous environmental and social risks of nanotechnology Later U-Turn and toned down but expressed need to assess technology carefully however, whether damage is already done? (Initial comments could have set beliefs among segments of the public, resulting in later comments being ignored) Michael Pollan, Marion Nestle strong critics of the modern food industry and have published influential books Eric Schlosser Fast Food Nation

6. Consumer and environmental activists Greenpeace Consumer Association of Penang The public often identifies with such groups seen as protectors of public interest

Usually prone to attack the credibility and trust of industry and science (who are often portrayed as the loyal servants of industry) Example of ILSI Europe attacks Credibility and trust of such organizations premised on taking an adversarial role against corporate interests

7. The media Although primary role as mediators, may also have a proactive role News reported often reflects what society wants to read about Prince Charles denied he ever used the term grey goo perpetuated by the media? Unintentional miscommunication due to lack of understanding of the scientific details: Phthalate report Taiwan Taiwanese regulators complained of aggressive media - time pressure on risk management if did not respond would (http://www.questia.com/googleScholar.qst?docId=95861247) Positive media reporting in Philippines better acceptance of GM foods? (Navarro et al.) How can scientists regain eminent position of authority? Adopt conflict of interest policies Improve visibility and communication Celebrity scientists Scientific American chart (Physics Stephen Hawking) Nevertheless, it is fighting an uphill battle

Situation in Southeast Asia Asia barometer -> level of trust in central governments remain high, though younger generation have less trust Socio-political developments may have an impact on risk perceptions increasingly democratizing region with liberal values (Western influenced?) (Singapore, Myanmar, Malaysia, Indonesia) Relatively positive environment for science it is still a friend and not yet an enemy Younger generations are still very much encouraged to learn science rather than other fields (Yale Liberal Arts College how to find jobs?) Have long been advocating science before Obama did so

It is up to everyone in this room to keep science credible by deepening our understanding of it and doing the best we can to communicate what we know to the public