Organizational theory and the stages of risk communication.
The evolution of risk communication has been described as a series of communication strategies. This article suggests that organizational theory provides another dimension to understanding the evolution of risk communication, and that risk communication can be seen as an organizational adaptation of chemical manufacturers to external pressure. Following the tragedy in Bhopal the chemical manufacturing sector's loss of legitimacy led to destabilization of its authority and to increased uncertainty in its external environment. Risk communication was one means to increase legitimacy, thereby decreasing uncertainty and potential impact on resources. However, although risk communication may evolve from crises of legitimacy, the concept of "isomorphism"--conformance to norms within a corporate sector--predicts this need not be the case.
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Center for Environmental Communication, Rutgers University, New Brunswick, NJ 08901-2883, USA. chess_c@aesop.rutgers.edu