KOMUNIKACIJA RIZIKA U VEZI SA PROJEKTOM JADAR – IZMEĐU ETIKE, STRUKE I POLITIKE
Risk communication regarding Jadar project: Between ethics, profession and politics

Summary/Abstract: The paper analyzes risk communication by the most important actors of the Rio Tinto company, the ruling political structure in Serbia, the political opposition and non-governmental organizations and experts regarding the Jadar project from the point of view of their intentions, interests, goals, values and effects. It is monitored from 2001 to the end of 2024 using the method of discourse analysis in the context of key events related to the project itself and reactions to it, monitoring communication (announcements, statements, but also actions) of actors using different communication channels. In the conditions of insufficient knowledge of the objective dimensions of the hazard, a sharp polarization can be observed between the supporters/proponents of the project (the company itself, the ruling political structure and part of the experts) who believe that the potential dangers are within the acceptable range, and the possible profit is significant, and other communication actors who stand on the diametrically opposite point of view. The aggressive campaign of the government and the company in favor of the project resulted in an increase in the number of opponents of the project, which is understandable in the conditions of lack of trust in institutions, absence of a culture of dialogue, high corruption and a divided society. In order to get closer to the ideal of risk communication as an exchange of true information between experts and laymen, the responsible authority that takes care of the general interest would have to completely change its behavior pattern and place itself in the role of facilitator and mediator that enables an open dialogue of interested parties on the media with a national frequency while respecting the "golden rules" of risk communication.

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