위험커뮤니케이션의 위험 인식에서 메시지 프레이밍, 수용자의 전문성, 위험 유형의 상호작용 효과 -방사선 위험을 중심으로 한 분석 = The Interaction Effects of Message Framing, Risk Types and Audience Expertise on Risk Perception in Risk Communication An Analysis of Radiation Risks

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify the main effects of message framing, risk types and audience expertise on risk perception as well as to evaluate the interactive effects among these independent variables. The framing effects of gain or loss messages on risk perception were analyzed based on the Prospect Theory devised by Kahneman and Tversky (1979). The risks were categorized by the irradiated food and radioactive therapy testimonials. And the measures of risk perception included risk-taking and risk-aversion. The 2＊2＊2 experiment was conducted with message framing and expertise as between-subject variables, and risk type as a within-subject variable. The overall results showed that risk expertise and risk type had main effects on risk perception. However, the three way effect of message framing, audience expertise and risk type was also detected in the case of risk perception on benefits. The general public and experts had different risk perceptions by message framing. In the case of risk-aversion, risk expertise and risk type had an interaction effect. Based on these results, theoretical ramifications and implications were discussed.

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