An Empirical Study Of The Influence Of Media Contact On Risk Perception Of Health-care Products Among Old People

With the development of the economy and the progress of society,the research about risk and risk society has gained more and more attention.In the field of risk communication,individual risk perception research has also become an important research topic.In the era of aging population,the risk perception research of the elderly should also become an important part of related research.This study takes the “social amplification of risk framework” proposed by Kasperson as the theoretical framework.Based on the pseudo-environment theory and the theory of communication effects,the research also uses the questionnaire survey and in-depth interview research methods to examine how the media contact behavior of older people affect their risk perception.Since the risk of health-care products has become one of the most concerned risk topics for the people,especially the elderly,when selecting specific risk events as the research object,this research chooses the risk of health-care products as the main point.The results show that the current risk perception of health-care products for the elderly is high,and there are differences between severity risk perception and uncertainty risk perception.The educational background and regions are two demographic variables that affect the health-care products risk perception of the elderly,while the individual risk background information does not affect the risk perception of the elderly.Media usage frequency,media dependence,health-care products information attention and media trust are four variables that have different effects on the risk perception.The risk amplification effect of the media is proved.Therefore,this study believes that transmitters should reasonably transmit risk information while strictly checking and strengthening the truth and credibility of risk information.Giving full play to the role of propaganda positions in medical health programs,and at the same time increasing the supervision of health-care products advertisements.Older people as audiences should also improve their ability to identify risk information.