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Investigating the Role of Identities and Opinion Leadership on Risk Information Seeking and Sharing about Proposed Natural Gas Drilling in New York’s Marcellus Shale
Unformatted Document Text:  1 For: AEJMC 2011, ComSHER Division Investigating the Role of Identities and Opinion Leadership on Risk Information Seeking and Sharing about Proposed Natural Gas Drilling in New York’s Marcellus Shale Chris Clarke Health and Environmental Risk Communication Unit Department of Communication, Cornell University 212 Kennedy Hall Ithaca NY 14850 ## email not listed ## ABSTRACT This study investigates how identities motivate risk information seeking and sharing about risk controversies, using natural gas drilling in New York State’s Marcellus Shale as a case study. Thirty-six interviews explore the novel premise that an opinion leader identity and the contexts in which it emerges (including group membership and social roles) helps people negotiate a complex risk message environment and shapes communication behavior over time. Theoretical and practical implications are discussed.

Authors: Clarke, Chris.
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For: AEJMC 2011, ComSHER Division
Investigating the Role of Identities and Opinion Leadership on Risk Information Seeking and 
Sharing about Proposed Natural Gas Drilling in New York’s Marcellus Shale
Chris Clarke
Health and Environmental Risk Communication Unit
Department of Communication, Cornell University
212 Kennedy Hall    Ithaca NY  14850
ABSTRACT
This study investigates how identities motivate risk information seeking and sharing about risk 
controversies, using natural gas drilling in New York State’s Marcellus Shale as a case study. 
Thirty-six interviews explore the novel premise that an opinion leader identity and the contexts in 
which it emerges (including group membership and social roles) helps people negotiate a 
complex risk message environment and shapes communication behavior over time. Theoretical 
and practical implications are discussed.


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