Theory of Communication under uncertainty (in public health)

Communication rarely happens with complete knowledge; it involves more than just transmitting information. It also encompasses uncertainty. In public health communication, uncertainty is constant: evidence changes over time, risks are probabilistic, audiences have differing beliefs, incentives, and health literacy, messages are often simplified by media and social platforms, and even small misunderstandings can lead to significant behavioral or population impacts. The main goal isn't only to maximize information exchange but to preserve crucial signals while reducing vulnerability to uncertainty and disruptions. Public health exemplifies a challenging empirical field for this theory.