The Effect Of Message Framing Of Climate Change On Public Risk Perception And Behavior Intention

As a typical risk,climate change has increasingly become one of the most concerned international environmental issues,the temperature keeps going up and the global warming has caused huge negative impact to the human society.Climate change as a gradually and complex process of change,which is difficult for the public to aware.In China,public aware of climate change,but lack of the climate risk perception.People often think climate change is not closely related to them,and not willing to take mitigation actions or engage with the public discuss.Media,as an important channel for the public to understand the climate change,plays a crucial role in risk communication,and its discourse and content also play an important role in shaping public risk perception and promoting public action and engagement.The purpose of this study is to understand the impact of message framing effect on public risk perception,behavioral intention and public engagement under the topic of climate change.Based on the framing theory and extended processing model,the research combines the spatial distance of psychological distance and the efficacy perception of the extended parallel processing model as predictor variables.And also explore the impact of media exposure and negative emotions.In order to provide effective communication suggestions for media,and governments to help in climate change risk communication and public engagement mobilization.Through control experiments,2×2 information experiment groups(short distance frame&long distance frame)and(high efficiency frame&low efficiency frame)were designed and randomly distributed to the 160 participators,who were asked to complete the pre-test,then read the experimental information which were designed as news reports,and then finish the rest questionnaire.Finally,154 valid samples were recovered and SPSS 25 was used for data statistical analysis.The study found that the "distance frame" has a significant impact on the public's perception of climate change risk and public engagement intention,while "efficacy frame" has a significant impact on mitigation actions intention and public engagement intention,which examined the message framing and the p artly examined applicable of the EPPM to the climate change issue.However,the effect of message frame is not completely direct,but also regulated by emotions and individual values.Meanwhile,the study found that emotion and risk perception,as two paths,have significant impact on behavior intention.In addition,the risk perception and behavioral intention are also affected by the media exposure,different forms of media also have different influences.