美國牛肉進口台灣危機中的媒介使用、政治信任與風險感知的關係

The Relationship among Media Use, Political Trust, and Risk Perception during the U.S. Beef Imports Crisis in Taiwan

陳憶寧(Yi-Ning Katherine CHEN)

《傳播與社會學刊》 17期 (2011/07) Pp. 31-59

https://doi.org/10.30180/CS.201107_(17).0004

摘要

本研究探討以美國牛肉進口台灣作為風險議題，台灣民眾的媒介使用與狂牛症相關之風險知識、感知、態度與行為改變的關係。本研究於2010年1月完成的1,079位台灣民眾電話調查當中發現，政治信任可以顯著預測擔心程度、風險態度與行為改變。政治信任度越低，越容易擔心風險無法避免，也認為須要少吃牛肉。民眾最常得到有關美國牛肉議題的資訊管道為電視新聞。電視新聞使用時間與風險知識有正向關係，但看電視新聞時間越長越會覺得擔心。而對報紙新聞的注意程度有助於知識增加，也會產生消費行為改變。本文最後討論為何電視與報紙新聞會在風險的認知、態度與行為上產生效果上的差異。

關鍵字

狂牛症 ； 美國牛肉進口 ； 政治信任 ； 風險感知 ； 媒介使用

並列摘要

This study attempts to explore how the media affected risk perception, attitudes toward risk, and behavior change as related to mad cow disease during the crisis of lifting the ban on U.S. beef importing to Taiwan. We conducted an island-wide survey of 1,079 residents in Taiwan in January 2010. Results showed that political trust mostly determined people's cognitions, attitudes, and behavior toward the risk. People with lower political trust tended to worry more about the risk, considered the risk unavoidable, and tended to eat less beef. People received most of their information about risk from television news, and time spent watching television news was correlated positively with risk knowledge. However, while attention to newspaper news helped individuals gain knowledge and was likely to change beef consumption, attention to television news did not predict knowledge. Instead, it increased worry. This implies differences in cognitive, attitudinal, and behavioral effects between television and newspaper news, which were also discussed.

並列關鍵字

mad cow disease ； media use ； political trust ； risk perception ； U.S. beef imports