INFLUENCE OF MEDIA ON RISK PERCEPTION DURING THE COVID 19 PANDEMIC: EVIDENCE FROM THAILAND
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Abstract
This empirical study of the effects of media on risk perception during the Covid 19 pandemic in Thailand was carried out during the first 9 months of the Covid pandemic from March-December 2020. Media as a tool and medium for public consumption of information is becoming more complex with more diverse outlets and mediums. However, during the Covid pandemic, especially the early phase, media was in conformity with government sources to get fast, accurate and up to date information to the public. This study finds that during the pandemic people’s consumption of information were similar.. Their perception of the trustworthiness of the source did influence their behaviors in order to mitigate risk associated with Covid as a deadly pathogen. Lastly, while sources of information were similar, the occupation of the consumer had a marked impact on their risk mitigation behavior.
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