Zika 2016: A 3-Phase Longitudinal Study of the Media Impact on Public Attitudes and Behavioral Response Characteristics

Author

Karly Kownslar, Pittsburg State UniversityFollow

Date of Award

Spring 5-12-2017

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Alicia Mason, amason@pittstate.edu

Second Advisor

Shirley Drew, sdrew@pittstate.edu

Third Advisor

Gwen Murdock, gmurdock@pittstate.edu

Keywords

Zika, EPPM, risk perception, risk communication

Abstract

Using the Extended Parallel Processing Model (EPPM) as a theoretical framework, the present 3-phase longitudinal study examines the impact of media exposure to Zika information on public perception of the threat severity, personal susceptibility, and behavioral intentions toward the threat of Zika virus between May and November of 2016. A total of 826 participants took an online survey throughout three phases, roughly one month apart. Participants were recruited using Amazon Mechanical Turk and TurkPrime. Measured EPPM concepts include: perceived severity, susceptibility, self- efficacy, response-efficacy, third-person effects, combined with behavioral intentions. Participants also selected the sources from which they received information about Zika, and tested their knowledge of the symptoms of the disease. Results indicate that there was no significant difference between times surveyed and severity but perceived susceptibility did change over time. Participants who heard about Zika more than ten times reported higher intentions to get screening and share Zika-related information online. Implications for health communication risk communication theorists and pragmatic patient-centered care are provided. The importance of studying public attitudes on disease outbreaks and premise for basing future studies in emphasized. Methodological limitations, and future research directions are provided.

Recommended Citation

Kownslar, Karly, "Zika 2016: A 3-Phase Longitudinal Study of the Media Impact on Public Attitudes and Behavioral Response Characteristics" (2017). Electronic Theses & Dissertations. 384.
https://digitalcommons.pittstate.edu/etd/384