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From sender to receiver: the effect of episodic and thematic framing on risk perception
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
2015 (English)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
Från sändare till mottagare : effekten av episodisk och tematisk framing på risk attityder (Swedish)
Abstract [en]

The current study examined the effect of episodic and thematic framing on risk perception; whether a message of risk based on an individual case (episodic) may produce a different effect than a message based on general information (thematic). It also examined whether framing effects are dependent on which type of subject is being framed (health risks or integrity risks). Participants (N=31) were recruited through a convenience sample for a within-subjects design. Data was collected through a web-based questionnaire in which participants read four news articles manipulated according to episodic and thematic framing. One episodic and one thematic article concerned health risks and one episodic and one thematic concerned integrity risks. The participants answered questions regarding concern, attribution of responsibility, behavioral intentions and support of policies. The collected data was analyzed using Wilcoxon’s signed-ranks test and Spearman’s correlation. The result suggests that there is a difference in risk perception between episodic and thematic framing. There are also strong indications that the framing effects are affected by the type of risk conveyed in a message.

Abstract [sv]

Denna studie undersökte effekten av episodisk och tematisk framing på attityder till risk; huruvida ett meddelande om risk baserat på ett individuellt fall (episodisk) kan ge en annan effekt än ett meddelande baserat på generell information (tematisk). Det undersöktes även om effekterna av framing är beroende av den typ av ämne som använts för framing (hälsorisker eller integritetsrisker). Deltagarna (N=31) rekryterades genom ett bekämlighetsurval för en inomindivids-design. Datan samlades in genom en webbaserad enkät där deltagarna läste fyra nyhetsartiklar som manipulerats efter episodisk och tematisk framing. En episodisk och en tematisk artikel rörde hälsorisker och en episodisk och en tematisk rörde integritetsrisker. Deltagarna svarade på frågor gällande oro, ansvarsattribution, intentioner att förändra beteendet och stöd för policies. Den insamlade datan analyserades med Wilcoxons rangsummetest och Spearmans rangkorrelation. Resultaten visade att det finns en skillnad i uppfattning av risk mellan episodisk och tematisk framing. Det finns även starka indikationer på framing-effekterna är beroende av den typ av risk som tas upp i ett meddelande.

Place, publisher, year, edition, pages
2015. , 27 p.
Keyword [en]
Framing, risk, episodic, thematic, attitudes
National Category
Psychology
Identifiers
URN: urn:nbn:se:bth-3639Local ID: oai:bth.se:arkivexB72F52D549045383C1257DF5006D93DEOAI: oai:DiVA.org:bth-3639DiVA: diva2:830950
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2015-04-22 Created: 2015-02-23 Last updated: 2015-06-30Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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