A Study of Public Risk Perception of Media Reporting on Cervical Cancer Based on the Cognitive Mediation Model

Abstract

An extended cognitive mediation model was tested in this study which adds risk perception as an outcome of elaboration and interpersonal communication to investigate the impact of verbal and non-verbal symbols in cervical cancer related videos on public viewing media platforms among Chinese women, which could help promote the popularization of science on cervical cancer in China, help more women understand the process of cervical cancer and learn prevention methods, thereby reducing the death caused by cervical cancer. Results of study based on survey data with a nationally sample of women (N=231) aged from 18 to 50 years old. Results showed that attention to verbal signs and attention to non-verbal sign were positively associated with elaboration. Moreover, attention to verbal signs was related positively to interpersonal communication, while attention to non-verbal signs had no association with it. Next, both elaboration and interpersonal communication were correlated positively with perceived risk. Impact of theory and practice were discussed.