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What’s in Your Body of Water? A Pilot Study Using Metaphoric Framing to Reduce the Psychological Distance in Pharmaceutical Pollution Risk Communication

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Abstract

Aquatic pharmaceutical pollution poses ecotoxicological risks to the environment and human health. Consumer pharmaceutical use and disposal behaviors represent a significant source of pharmaceutical compounds in surface waters, and communication strategies are needed to promote pro-environmental behaviors to reduce pharmaceutical pollution. Designing effective risk communication campaigns requires an understanding of public perceptions of aquatic pharmaceutical pollution. The purpose of this mixed-methods pilot study was to test the efficacy of using theories from cognitive linguistics and psychology (conceptual metaphor theory and construal level theory of psychological distance, respectively) in using metaphors in pharmaceutical pollution risk communication. Our methods included a randomized cross-over design in which a convenience sample of university students (n = 20) viewed visual representations of pharmaceutical pollution risks (metaphor based and non-metaphor). We used cognitive interviewing methods to assess metaphor use on participants understanding of pharmaceutical pollution risk, concern about this risk, and willingness to act. Results indicate that participants preferred the metaphorically-framed visual, and that the use of metaphor significantly reduced participants’ perceived social and geographic distance of pharmaceutical pollution risk, suggesting a relationship between metaphoric framing and psychological distance warranting additional research. Theoretical and practical implications of metaphor use in risk communications are discussed.

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Acknowledgements

The authors thank the participants, Alan Howard, Director of the Statistical Counseling Clinic at the University of Vermont, for his assistance with statistical analysis and Jon Portman, Creative Director and Founding Partner at Oxbow Creative, for his graphic design input. Funding support for this project was generously provided by the Gund Institute for Environment, the Vermont Water Resources and Lake Studies Center, a USGS Water Resources Research Institute and the Rubenstein Graduate Student Association. This study was also supported in part by the University of Vermont Rubenstein School of Environment and Natural Resources, Office of Health Promotion Research, the College of Medicine Division of Hematology/Oncology, Department of Biochemistry, Department of Family Medicine, and Department of Surgery.

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Authors and Affiliations

  1. Rubenstein School of Environment and Natural Resources, University of Vermont, 81 Carrigan Dr., Burlington, VT, 05405, USA

    Alexandra Z. Millarhouse

  2. Gund Institute for Environment, University of Vermont, 303 Aiken Center, 81 Carrigan Dr., Burlington, VT, 05405, USA

    Christine Vatovec

  3. Department of Nutrition and Food Sciences, College of Agriculture and Life Sciences, University of Vermont, 350 MLS Carrigan Wing, 81 Carrigan Dr., Burlington, VT, 05405, USA

    Meredith T. Niles

  4. Professor of Environmental Thought and Culture, Rubenstein School of Environment and Natural Resources, University of Vermont, 211 Bittersweet House, 153 South Prospect St., Burlington, VT, 05401, USA

    Adrian Ivakhiv

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  1. Alexandra Z. Millarhouse
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Correspondence to Christine Vatovec.

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Millarhouse, A.Z., Vatovec, C., Niles, M.T. et al. What’s in Your Body of Water? A Pilot Study Using Metaphoric Framing to Reduce the Psychological Distance in Pharmaceutical Pollution Risk Communication. Environmental Management 65, 630–641 (2020). https://doi.org/10.1007/s00267-020-01275-8

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