Encouraging a Resilient Public

Encouraging a Resilient Public, by Bernard Finel
Cato Unbound, January 14th, 2009

Excerpts:

On most issues, I think the gap between my perspective and Dr. Burns’ is quite small. I don’t think that policy success directly translates into changes in public perceptions. And I agree with his conclusion, “Take-away lesson: To be effective, reducing risk must be accompanied by identifying gaps in public understanding.” Where I am more skeptical is about the role of an explicit communication strategy in bringing about the changes we seek.

Aside from the problem of cutting through the noise that I mentioned earlier, I just don’t think there is any good evidence that nuanced discourse affects perceptions. Indeed, virtually every public policy debate in the United States tends to resolve itself down a set of unsophisticated sound-bites that gain traction through their appeal to broader, inchoate beliefs and norms. We don’t debate the actual merits of policy options. What we debate is whether a proposal looks vaguely like something we like or hate. The public tends to lodge policy debates into quite broad boxes… much to the frustration of policy wonks. But it is what it is.

And frankly, there is nothing really wrong with that. Communication with the public always has theatrical elements. It is often about images and symbols more than about details. Which is why, ultimately, I think that any public reassurance strategy will inevitably gravitate away from the sophisticated discourse envisaged by Dr. Burns and toward the blunt “security theater” approaches that we’ve already seen.

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