Читать книгу Theorizing Crisis Communication - Timothy L. Sellnow - Страница 30

The model as currently constituted is limited in its scope to recall and warning messages related to food in contexts where the agencies and processes of recalls and warning are generally well defined. In other contexts, variables and processes may be much more equivocal. The scope of the warning, those who issue the warning, and the desired actions in many cases are not predetermined. In addition, this form of warning message typically does not include the same level of urgency and time sensitivity that might be associated with other warning contexts, such as major weather events or chemical or radiological spills.

The integrated food recall model includes various feedback loops representing information seeking, expanded recalls, and evaluation of the effectiveness of the recall. These loops, as well as the specific elements and dynamics of the recall process, describe places in the process where decisional points or information may require the repetition of earlier stages or processes. In this way, the model seeks to capture a more dynamic notion of the communication elements of the recall, including the fact that the audience/consumer is an active participant in the warning process. Like the PADM, the food recall model integrates communication and decisional systems to create a much more complex and complete understanding of these processes.