Risk perception and technological development at a societal level.

This article tests the hypothesis that the exposure to the threat to societies posed by the introduction of new technologies is associated with a normalization of risk perception. Data collected in 2000 by the International Social Survey Programme (ISSP) on environmental issues were used to explore this hypothesis. Representative samples from 25 countries were employed to assess the national levels of perceived threat to the environment associated with a series of technologies and activities. These values were correlated with economic indicators (mainly from the World Bank) of the diffusion of each of the technologies or activities in each country. Results indicate a negative association of risk perception with the level of technological prevalence (societal normalization effect) and a positive association with the rate of growth of the technology (societal sensitivity effect). These results indicate that the most acute levels of perceived environmental risk are found in those countries where the level of technological prevalence is low but where there has recently been substantial technological development. Environmental awareness is a mediator of the relationship between risk perception and the indices of technological diffusion. This result means that: (1) societal normalization of risk is not a direct consequence of prevalence of the technology, but is driven by awareness of technological development and that (2) societal sensitivity to risk is associated with lower levels of environmental awareness.