Moderating effect of knowledge on the relationship between valence framing of covid-19 online news and preventive behaviours
Corona, a newly discovered virus was declared pandemic and considered a global threat to human-being. When it comes to seeking information, the role of media cannot be underestimated because people’s need for information increase especially during pandemic and global-health crisis. The way media...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/99732/1/JOANNEIA%20SELIN%20AP%20JOSEPH%20-%20IR3.pdf http://psasir.upm.edu.my/id/eprint/99732/ |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |
| Summary: | Corona, a newly discovered virus was declared pandemic and considered a
global threat to human-being. When it comes to seeking information, the role of
media cannot be underestimated because people’s need for information
increase especially during pandemic and global-health crisis. The way media
frame news may influence public’s preventive behaviours differently in terms of
positive (gain) and negative (loss) framing. This scenario is known as valence
framing. Past studies have shown that gain frame enhance preventive
behaviours better than loss frame. This research attempts to clarify the valence
frame effects of COVID-19 online news towards preventive behaviours while
determining the moderating role of knowledge in the relationship. Using a selfadministered
questionnaire, 150 participants of both undergraduates and
postgraduates from Universiti Putra Malaysia participated in a True Experiment
based on Pretest-Posttest Control Group procedures. Simple random sampling
was used to randomize participants into two treatments (gain and loss) groups
and one control group (neutral). All variables were tested for validity and
reliability in a pilot study prior to the field data collection. Descriptive analysis,
Pearson’s Correlation, Multiple Regression and Independent t-test were
employed for data analysis. The result show that valence frames had no
significant effect to preventive behaviours. Knowledge moderates the
relationship. In the means comparison, gain frame enhances better than loss
frame in preventive behaviours. Meanwhile, different level of educational
background had no significant effect to preventive behaviours. One significant
contribution of the research findings is that it has clarified the role of knowledge
in the relationship between valence framing effects and preventive behaviours.
A participant with higher knowledge on COVID-19 got influence through positive
news frame and they practice proper preventive behaviours while navigating a
healthy lifestyle. Meanwhile it is also proven that participants exposed to gain
frame practice better protective measures compared with those exposed to loss
frame. This research is a pertinent input that could be used to ensure good media framing practice, particularly in identifying which frames work the best in
engaging with proper COVID-19 preventive behaviours within public. |
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