The Effect of Media Coverage on Risk Perception from the Perspective of Information Consistency

With the emergence of diversified media,the audiences are no longer dependent on a medium-official medium or unofficial medium. It has become the primary problem that how they perceive and explain the diversification of risk information from different media. This study explored the influence of information characteristics,media type and consistency of information on risk perception using both empirical and questionnaires research based on heuristic-systematic information processing model. The study found:on the one hand,information characteristics had a significant effect on risk perception. The negative information can promote risk perception than the positive information. And the media types(official and unofficial media) played the role of moderator. On the other hand,the information consistency had an impact on user information processing. When the information was highly consistent,the individuals would use the cues to arrive at a judgment more easily,such as the information characteristics. Systematic processing occurred when the information was highly inconsistent. The individuals made a judgment by effortful scrutiny and comparison of information. The risk perception was formed on the basis of the integration of information content and media type.