Media Exposure, Risk Perceptions, and Fear:  Americans’ Behavioral Responses to the Ebola Public Health Crisis

Abstract

We examined media exposure, psychological fear, perceptions of risk, and health protective behaviors surrounding the 2014 Ebola virus outbreak in a probability-based, representative, national sample of Americans (N=3,447). Structural equation models examined relationships between amount (hours/day) and content (e.g., graphic images of dead bodies) of media exposure and counts of self-reported health protective behaviors participants performed or would perform if Ebola spread to their community. Ebola-related risk perceptions and fear were potential mediators. Greater total hours and more graphic media exposure correlated with more fear and perceived risk. Higher risk perceptions were linked with more health protective behaviors performed and intended. Greater fear was associated with more behaviors performed. Amount and content of media exposure exhibited indirect effects on behaviors performed; amount of media exposure had indirect effects on intentions. Media may help promote health protective behaviors during public health threat; amount and content should be congruent with threat to minimize distress and maximize resources.

Keywords: Ebola virus, media, risk perceptions, health protective behaviors, public health crisis