PERCEIVED RISK AND THE SITING OF A CONTROVERSIAL ...

emphasizing that not only did their communities need the plant, issuance of the permit
would pose little, or no risk, to the hosting community or receiving waterway. At times
their comments were met with loud opposition due to the presence of the people
opposing the plant. As an observer, the dichotomy between the “suits of the politicians”
and the “boots and jeans” of the rural residents was striking. The politicians were clearly
more poised and confident, but they were outnumbered by those who felt their
community, homes, and way of life was at risk if the permit was issued.
6.2. The Role of Risk Communication
The risks associated with building, or not building, the wastewater treatment
plant were communicated through various sources, perceived, interpreted, amplified or
attenuated, and responded to. This process was iterative and dynamic as the responses
themselves were interpreted and responded to-thus contributing to subsequent
amplification or attenuation. Eventually, the “ripple effects” dampened as risks on both
sides reached acceptable levels and the intensity of the conflict decreased.
As it has been noted, the cities of Waco, Hewitt, and Lorena used their influence
to gain access to the newspaper owners (Waco Tribune-Herald). Editorials were written
minimizing the risks of the plant to the creek but emphasizing the risks to the general
community if the permit was denied. Based on letters to the editors, this resulted in
community support for the project from unaffected county residents. In response,
Alliance activists increased their efforts resulting in more coverage of the conflict in the
news section of the paper. Based on the published letters to the editors and posted online
comments pertaining to the online newspaper articles, support for the Alliance from
73