ผลของการวางกรอบในข่าวสิ่งแวดล้อมต่อการรับรู้ความเสี่ยง / ขุมทอง นพพันธ์ = The effect of framing in environmental news on risk perception / Khumtong Noppan
This experimental research aims at studying the effect of environmental news frames on readers’ risk perception. It also investigates the interaction effect between readers’ self-efficacy and news frames on risk perception. Two fictional environmental news stories were rewritten into three versions representing three news frames: episodic, thematic and somewhat episodic. Readers were also divided into the high and the low self-efficacy groups based on their efficacy test scores. Each reader was asked to one version of one of the environmental news stories. The result of the experiment showed that news frames affected readers’ perception of the probability and the chance of being exposed to risk. Thematic and episodic news frames made readers perceive higher risk than the somewhat episodic frame did. However, news frames did not affect readers’ perception of the magnitude of the risk, self-involvement and the chance of others being exposed to risk. Moreover, news reports using different frames did not affect readers’ intention to engage in environmental protection behavior or the perceived ability to solve environmental problems. Besides, there was no interaction effect between news frames and self-efficacy on risk perception, intention to engage in environmental protection behavior and the perceived ability to solve environmental problems.
