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코로나19 기사의 이익-손실 프레임이 개인 예방행동 의도에 미치는 영향 연구: 대처효능감 정보와 정치 성향의 조절 효과를 중심으로

The Impact of Gain- Versus Loss-Framed News on Prevention Behaviors during the COVID-19 Outbreak: Focusing on the Moderating Effects of Response Efficacy Information and Political Orientation

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초록

본 연구는 전망 이론(prospect theory)을 기반으로, 코로나19 보도 기사에서의 이익-손 실 프레임이 개인의 감정과 위험 인식, 그리고 코로나19 예방행동 의도에 미치는 영향을 탐색하였다. 또한 해당 기사에 대처효능감 정보가 포함되었는지 여부에 따라 이익- 손실 프레이밍 효과가 조절되는지 분석하였다. 마지막으로 개인의 정치적 성향에 따라 코로나19 관련 인식이 다르게 나타난 선행 연구를 기반으로, 정치적 성향(보수 vs. 진보)과 프레이밍 효과 간 상호작용을 분석하였다. 코로나19 팬데믹 초기였던 2020년 3월, 서울 시민을 대상으로 온라인 실험을 수행하였다(n = 313). 분석 결과, 사망자 수를 강조한 코로나19 보도 기사(손실 프레임)를 읽은 응답자들이, 완치자 수를 강조한 기사(이익 프레임)를 읽은 응답자들에 비해 더 높은 두려움 반응을 보였다. 또한 코로 나19에 대한 위험 인식에 있어서, 이익-손실 프레임과 대처효능감 메시지 유무 간 유의한 상호작용이 나타났다. 즉 손실 프레임의 경우 대처효능감 메시지를 포함한 기사를 읽은 응답자들이, 이익 프레임의 경우에는 대처효능감 메시지가 없는 기사를 읽은 응답자들이, 코로나19에 대해 높은 위험 인식을 보이는 경향이 있었다. 한편, 이익-손 실 프레임과 대처효능감 메시지 유무, 그리고 응답자의 정치성향 간 삼원 상호작용을 분석한 결과, 코로나19 예방행동 의도에 대해 유의한 상호작용을 발견하였다. 본 연구 결과에 대한 이론적, 실무적 함의를 논의하였다.

Abstract

Based on the prospect theory, this study examined the effect of gain vs. loss frames in COVID-19 news coverage on individuals' fear, risk perceptions, and intentions to take preventive behaviors related to COVID-19. It also analyzed how the gain/loss framing effect was moderated by the presence vs. absence of response efficacy information. Based on previous studies that showed different perceptions of COVID-19 according to individual political orientation, this study also analyzed how the framing effect was moderated by individuals’ political orientation (conservative vs. progressive). The online experiment was conducted on 310 Seoul citizens in March 2020, at the early stage of the spread of COVID-19. The results showed that participants exposed to the news article that emphasized the number of deaths due to COVID-19 (loss frame) showed the higher level of fear than those exposed to the article that emphasized the number of recovered people from the disease (gain frame). There was a significant interaction between the gain/ loss frame and the response efficacy information (presence vs. absence) on risk perceptions of COVID-19. That is, in the loss-frame condition, those who read the response efficacy information showed the higher level of risk perception, while, in the gain-frame condition, those who did not read the response efficacy information showed the higher level of risk perception regarding COVID-19. Finally, the results showed a statistically significant three-way interaction between the gain/loss frame, response efficacy information, and the political orientation of the participants on their intentions of preventive behaviors against COVID-19. The theoretical and practical implications of the results were discussed.

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