Amplifying Panic and Facilitating Prevention: Multifaceted Effects of Traditional and Social Media Use During the 2015 MERS Crisis in South Korea

Mihye Seo

doi:10.1177/1077699019857693

Abstract

In the context of the 2015 Middle East respiratory syndrome (MERS) outbreak in South Korea, this study examines the multifaceted effects of media use considering the current complex media environment. Analysis of a two-wave online panel survey found that traditional media use had a positive influence on MERS knowledge while social media use did not. However, knowledge did not facilitate preventive behaviors. In contrast, negative emotional responses due to media use stimulated desirable behaviors. Furthermore, social media use directly influenced behavioral responses but traditional media use did not show the same effects. Different functions of traditional and social media during an epidemic are discussed.

Highlights

In the context of the 2015 Middle East respiratory syndrome (MERS) outbreak in South Korea, this study examines the multifaceted effects of media use considering the current complex media environment
Model modification was not utilized: χ2(67) = 301.95, p = .00; normed fit index (NFI) = .95; incremental fit index (IFI) = .96; comparative fit index (CFI) = .96; root mean square error approximation (RMSEA) = .06 with 90% confidence interval (CI) = [.05, .07]
Despite a consensus that the media play an important role in times of crisis, the informational, emotional, and behavioral effects of traditional and social media use by individuals have been understudied in previous research

Summary

Introduction

In the context of the 2015 Middle East respiratory syndrome (MERS) outbreak in South Korea, this study examines the multifaceted effects of media use considering the current complex media environment. Evidence shows that many people turn to social media to seek crisis-related information, such as safety instructions and news updates (Veil, Buehner, & Palenchar, 2011), which stands to promote proper behavioral responses to facilitate effective crisis management. Both researchers and practitioners caution that media—social media in particular—may create misperceptions and amplify public fears by fostering public panic and proliferating unverified information (Kasperson, 1992). In comparison to traditional media, social media use is susceptible to the aforementioned concerns due to enhanced speed of information transmission and distinctive features of open access platforms (Zeng, Starbird, & Spiro, 2016)

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Results

Conclusion