Publication: Influence of Media on Risk Perception During the COVID 19 Pandemic: Qualitative Case Study from Thailand
1
Issued Date
2025
Resource Type
Resource Version
Accepted Manuscript
Language
eng
File Type
application/pdf
ISSN
2697-6285 (Online)
Journal Title
Public Health Policy & Laws Journal
Volume
11
Issue
3
Start Page
713
End Page
729
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University International College
Bibliographic Citation
Public Health Policy & Laws Journal. Vol.11, No.3 (Sep-Dec 2025), 713-729
Suggested Citation
William J. Jones Influence of Media on Risk Perception During the COVID 19 Pandemic: Qualitative Case Study from Thailand. Public Health Policy & Laws Journal. Vol.11, No.3 (Sep-Dec 2025), 713-729. 729. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/117379
Research Projects
Organizational Units
Authors
Journal Issue
Thesis
Title
Influence of Media on Risk Perception During the COVID 19 Pandemic: Qualitative Case Study from Thailand
Author(s)
Author's Affiliation
Abstract
This empirical study of the effects of media on risk perception during the Covid 19 pandemic in Thailand was carried out during the first 9 months of the Covid pandemic from March-December 2020. Media as a tool and medium for public consumption of information is becoming more complex with more diverse outlets and mediums. However, during the Covid pandemic, especially the early phase, media was in conformity with government sources to get fast, accurate and up to date information to the public. The study sought to identify channels of communication during emergencies, perceived trustworthiness of sources, emotional connotation and how this impacted perceptions and degree of risk among the case study population. Coding was used to evaluate participants level of perception towards trust and risk in media during the pandemic and how this impacted behavior among the participant population. This study finds that during the pandemic people’s consumption of information were similar. Their perception of the trustworthiness of the source did influence their behaviors in order to mitigate risk associated with Covid as a deadly pathogen. Lastly, while sources of information were similar, the occupation of the consumer had a marked impact on their risk mitigation behavior. Research findings can be utilized by researchers and policy makers in fine tuning their approaches public perception in future crisis events as well as refine different approaches for varying media platforms which have different consumption patterns.