Risk amplification and zoonosis

This qualitative study presents a novel perspective on 'risk amplification', applying it to zoonosis. We introduce the concept of 'folk epidemiology' to trace a narrative dimension to understandings about zoonotic disease. We see this narrative influence as an element that is bound-up with action around actual cases of zoonosis drawing on 'sensemaking' approaches. We adopt a wider perspective on 'communication theory' drawing on 'corrmiunion' based readings beyond the narrow 'transmission' metaphors that limit existing approaches. The intention is to reanimate the actor from passive receiver of transmitted risk messages into someone who concurrently shapes and is shaped by risk. This social action is described in terms of actors using accounts from a reservoir of dominant narratives and selecting from a repertoire of available actions. Actors perform these operations in the context of a specific case of zoonosis. Focus groups of 'lay publics' and expert groups provide our empirical data. Instances of narrative and action combination centered on cases are presented. This empirical work aims to demonstrate the underlying sfructure of this 'folk epidemiology' ; a three element structure of narrative, action and case that allows novel insights into how we humans understand the risks from animal diseases that infect us.