Cognitive and emotional dimensions of perceived risk characteristics, genre-specific media effects, and risk perceptions: the case of H1N1 influenza in South Korea

This study explicates the mechanism underlying the process through which news and entertainment media shape people's personal- and societal-level risk perceptions. It combines the psychometric paradigm with the impersonal- and differential-impact hypotheses, highlighting the roles that cognitive and emotional dimensions of risk characteristics play in risk perceptions. Analysis of an online survey among 384 adults from the general population of South Korea in the context of H1N1 flu yields three major findings: (1) exposure to news media is positively correlated with the cognitive dimension of risk characteristics, while exposure to entertainment media is positively correlated with both the cognitive and the emotional dimensions of risk characteristics; (2) the emotional but not the cognitive dimension of risk characteristics is positively related to both personal- and societal-level risk perceptions; and (3) exposure to entertainment media affects personal-level risk perceptions – not directly but indirectly through the emotional dimension of risk characteristics. Theoretically, this study expands the impersonal- and differential-impact hypotheses by explicating their underlying mechanisms and incorporating arguments from the psychometric paradigm. It also adds new knowledge to the psychometric paradigm by highlighting the differential roles of the cognitive and emotional dimensions of people's perceived risk characteristics in risk perceptions. For risk communicators, this study highlights the importance of using entertainment media for shaping risk perceptions and educating the public about risk issues.