Media Exposure, Perceived Efficacy, and Protective Behaviors in a Public Health Emergency

Authors

  • Xigen Li Department of Media and Communication City University of Hong KOng

Keywords:

media exposure, perceived risk, perceived efficacy, extended parallel process model (EPPM), social cognitive theory, protective behavior

Abstract

Based on the extended parallel process model and social cognitive theory, this study developed and tested a model of media exposure, perceived efficacy, and protective behaviors in a public health emergency. The findings from a survey of 717 Hong Kong residents show that media exposure had variant effects on perceived societal-level risks and personal-level risks. The study introduced the three aspects of perceived efficacy as the predictors of health protective behaviors. It found that self-efficacy, collective efficacy, and proxy efficacy varied in their effects on danger control and fear control outcomes. Self-efficacy and proxy efficacy positively predicted danger control outcomes, whereas proxy efficacy negatively predicted fear control outcomes. The effect of perceived threat on danger control outcomes was present as self-efficacy increased.

Author Biography

Xigen Li, Department of Media and Communication City University of Hong KOng

Xigen Li is a Professor in Department of Media and Communication, City University of Hong KongPhone No.: 852-68439132

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Published

2018-06-29

Issue

Vol. 12 (2018)

Section

Articles

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