Ebola “breach in protocol” – when bandwagon terms can leave the public in the dark
Dr. Tom Frieden, Director, CDC (Sunday 10/13/14)
At some point, there was a breach in protocol, and that breach in protocol resulted in this infection.”
“The (Ebola treatment) protocols work. … But we know that even a single lapse or breach can result in infection.”
Bandwagon Terms; Definition
When experts introduce a technical / scientific term and the media and other communicators use it widely…without every really explaining what the term means.
This commonly occurs during complex emergencies.
Examples
Term: “Spores”
“Seven days after the terrorist attacks of Sept. 11, 2001, anonymous letters laced with deadly anthrax spores began arriving at media companies and congressional offices.”
H1N1 2009
Term: “Novel Virus”
2012 Hurricane Sandy East Coast
Term:“Storm Surge”
Dealing for Bandwagon Terms
While we want new, technical terms, to be acquired and used by the public, it’s important to facilitate that learning.
• Think through what technical terms are critical in order to understand key messages,
• Decide in advance what technical terms you want the public to become familiar with
• Introduce these terms with a definition that fits the modality: speaking, writing, visuals.