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Science Communication
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"Social Change" and "Status Quo" Framing Effects on Risk Perception

An Exploratory Experiment

Jessica L. Durfee

University of Utah, jessicadurfee{at}yahoo.com

Operating from a guard-dog perspective of the media, this study investigates whether "social change" or "status quo"news frames affected individuals’ risk perceptions, using an experimental design. Participants who read a news story that used the social change frame reported the highest level of risk awareness ( F = 34.88, p = .00), indicating that the way the media frame a story about environmental issues has the potential to influence the audience’s perception of risk.

Key Words: science communication • framing effects • risk perception • air quality

Science Communication, Vol. 27, No. 4, 459-495 (2006)
DOI: 10.1177/1075547005285334
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[Abstract] [PDF]