Cumulative Advantage in Sustainability Communication: Unintended Implications of the Knowledge Deficit Model. (December 2016)

• Record Type: Journal Article
• Authors: Gustafson, Abel; Rice, Ronald E.
• Is Part Of: Science communication. Volume 38:Number 6(2016:Dec.)
• Page Start: 800
• Page End: 811
• Publication Date: 2016-12
• Subjects: cumulative advantage -- sustainability -- knowledge deficit model -- knowledge gap -- knowledge-attitude-practice -- science communication; Social sciences -- Periodicals; Knowledge, Sociology of -- Periodicals; Communication in science -- Periodicals; Communication of technical information -- Periodicals; Communication in medicine -- Periodicals; Information scientifique -- Périodiques; Information technique -- Périodiques; Communication en sciences sociales -- Périodiques; Communication en médecine -- Périodiques; 300.14
• DOI: 10.1177/1075547016674320
• Languages: English
• ISSNs: 1075-5470

Abstract

The knowledge deficit model proposes that more information increases public knowledge levels about a given topic and thus leads to improved attitudes and practice. However, research critiques the varying and limited ability of the deficit model. We argue that the deficit model can also produce an unintended cumulative advantage system: growing inequality between and within the knowledge-attitude-practice (KAP) gap of individuals and groups due to a wide variety of possible moderators. Over time, these effects can exacerbate gaps between individuals' and groups' levels of KAP. We discuss the negative effects of increasing inequality in sustainability KAP and provide recommendations for future research.