Learning from the news : a study of the H1N1 pandemic in Singapore.

Abstract

Using the Cognitive Mediation Model as the theoretical framework, this study examines the influence of motivations, communication, and elaborative processing on public knowledge of the Influenza A (H1N1) pandemic and their intentions to take precautionary actions. A nationally representative RDD telephone survey of 1,055 adult respondents was conducted in Singapore. First, public levels of knowledge and behavioural intentions regarding H1N1 were examined. Generally, we found that knowledge levels among the public were high, suggesting that the health authorities have been effective in disseminating information about the pandemic to the public. However, the public were willing to engage in basic protective measures rather than H1N1-specific behaviours. Next, the relationships between motivations (surveillance gratifications, anticipated interaction, guidance, and need for cognition), communication and elaboration variables (media attention, news elaboration, and interpersonal communication), knowledge, and behavioural intentions were analysed. On the whole, motivations significantly influenced behavioural intentions, as partially mediated by communication, elaboration, and knowledge. As such, we conclude that this expanded Cognitive Mediation Model is useful in predicting both knowledge and behavioural intentions, and can provide a platform through which health communication practitioners can use to achieve their objectives effectively.