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The Korean Society for Journalism & Communication Studies - Vol. 66 , No. 1
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[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 66, No. 1, pp. 5-42
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 28 Feb 2022
Received 08 Dec 2021 Accepted 28 Jan 2022 Revised 05 Feb 2022
https://doi.org/10.20879/kjjcs.2022.66.1.001

코로나19 언론 보도와 백신 접종 의도 : 감염 취약성과 백신 부작용 취약성의 매개효과
홍주나** ; 안순태***
**이화여자대학교 커뮤니케이션·미디어학과 석사 (kenttal0207@naver.com)
***이화여자대학교 커뮤니케이션·미디어학부 교수 (soontae@ewha.ac.kr)

COVID-19 media reports and vaccination intentions : Mediating effects of infection susceptibility and susceptibility to adverse effects of vaccination
Juna Hong** ; Soontae An***
**Master course, Ewha Womans University (kenttal0207@naver.com)
***Professor, Ewha Womans University, corresponding author (soontae@ewha.ac.kr)
Funding Information ▼
초록

본 연구에서는 코로나19의 종식을 위해 적극적으로 권장되고 있는 코로나19 백신에 대한 접종의도를 건강신념모델을 통해 살펴보고자 하였다. 현재 코로나19 백신 접종의도를 높이기 위해서는 백신의 안정성과 백신에 대한 국민들의 신뢰가 담보되어야 함에도 불구하고 국내의 언론 보도 행태를 살펴보았을 때 언론은 코로나19 백신 부작용에 대한 내용을 중점적으로 보도하며 국민들에게 백신의 안정성에 대한 의문과 백신에 대한 공포를 심어주는 역할을 주로 수행하고 있었다. 이에 언론의 보도 행태가 코로나19와 코로나19 백신에 대한 국민들의 인식에 어떠한 영향을 주며, 국민들의 코로나19 백신 접종의도에 어떠한 영향을 미치는 지 실증적으로 파악해 볼 필요성이 있다고 판단하였다.

따라서 본 연구에서는 건강신념모델의 지각된 취약성 변인을 연구의 주요 변인으로 활용하여 코로나19 백신 접종의도에 대해 파악하고자 하였다. 이에 연구에서는 코로나19 감염 취약성을 강조한 기사와 코로나19 백신 부작용 취약성을 강조한 기사를 각각 제시하여 코로나19에 대한 지각된 취약성, 코로나19 백신 부작용에 대한 지각된 취약성, 코로나19 백신 접종 의도에 대해 살펴보았다. 연구는 20세 이상 – 50세 미만 남녀를 대상으로 진행되었으며, 코로나19 감염 경험이 있거나 이미 코로나19 백신을 접종한 응답자들은 표본에서 제외하였다. 결과적으로 총 226개의 자료를 수집하여 병렬다중매개효과 분석을 실시하였다.

본 연구의 주요 연구 결과는 다음과 같다. 코로나19 감염 취약성을 강조한 기사 실험물을 본 응답자들은 코로나19에 대한 지각된 취약성이 높아졌고, 코로나19에 대한 지각된 취약성이 높은 경우 코로나19 백신 접종의도가 높아지는 정적 영향이 나타났다. 이에 매개 변인인 코로나19에 대한 지각된 취약성의 매개 효과가 유의한 것으로 나타났다. 또한 코로나19 백신 부작용 취약성을 강조한 기사 실험물을 본 응답자들은 코로나19 백신 부작용에 대한 취약성이 높아졌고, 코로나19 백신 부작용에 대한 취약성이 높은 경우 코로나19 백신 접종의도가 낮아지는 부적 영향이 나타났다. 이에 매개 변인인 코로나19 백신 부작용에 대한 취약성의 매개 효과가 유의한 것으로 나타났다. 반면 독립 변인인 기사유형이 종속 변인인 코로나19 백신 접종의도에 미치는 직접 영향은 없는 것으로 나타났다.

본 연구에서는 감염병 상황에서 언론 보도의 영향력에 대해 알아보았으며, 또한 건강신념모델의 지각된 취약성과 행위단서를 활용하여 코로나19 백신 접종의도에 미치는 영향에 대해 살펴보았다. 코로나19와 같은 감염병 위기 상황에서 어떠한 메시지를 활용하여 사람들의 건강 행동을 촉진할 것인가 하는 문제만큼 중요한 또 하나의 문제는 바로 언론과 같은 매체의 영향력을 고려하는 것이다. 결과적으로 본 연구에서는 건강 관련 언론 보도가 사람들의 실제 건강행동의도에 큰 영향력을 행사한다는 것을 확인하였다. 이에 본 연구는 사람들에게 코로나19 백신 접종을 권장함에 있어 유용한 방향성을 제시할 수 있을 것이라 생각된다.

Abstract

This study is designed to look at the intention to get vaccinated against COVID-19, which is highly recommended as a way to end the pandemic through the Health Belief Model. In order to enhance COVID-19 vaccination intention, the safety of the vaccine and its public trust must be ensured. However, media coverage of the COVID-19 vaccine mainly shows its adverse effects that raise doubts and aggravate fear about its safety.

Therefore, this study is designed to empirically understand how the media coverage affects people's perception of bCOVID-19 and the vaccine and, in turn, how this affects the intention to be vaccinated.

The study uses the Health Belief Model of perceived susceptibility to COVID-19 as the main variable of the study to identify the intention of vaccination against the COVID-19. To this end, it presents news emphasizing the susceptibility of the COVID-19 infection and news emphasizing the susceptibility of COVID-19 vaccine in order to look at their perceived susceptibility with the intention of its vaccination. The study involved participants between the ages of 20 to 49, who had not previously been infected with COVID-19 or vaccinated. As a result, 226 data were collected, based on which an analysis on the parallel multiple mediator effects was conducted.

The results of the study are as follows. The respondents who read news emphasizing the susceptibility of the COVID-19 infection increased their perceived susceptibility to the COVID-19, and such result had a positive effect on the COVID-19 vaccination intention. Therefore, the mediating effect of perceived susceptibility to the COVID-19 as a mediating variable was found to have a significant effect. In addition, the respondents who read news emphasizing susceptibility to the adverse effects of COVID-19 vaccine increased their perceived susceptibility to the adverse effects of the COVID-19 vaccine. Moreover, it had a negative effect on COVID-19 vaccination intention. Therefore, their perceived susceptibility to the adverse effects of the COVID-19 vaccine as a mediating variable had a significant effect. However, it was found that types of news as an independent variable did not affect the COVID-19 vaccination intention.

The study looked at the influence of media reports during the pandemic and the effects on the COVID-19 vaccination intention with perceived susceptibility of the health belief model and cue to action. In a pandemic crisis such as the COVID-19, what kind of messages can be used to promote people's health behavior is as important as the influence of the media. The study results confirm that health-related media reports have a significant influence on people's actual health behavior intention. Therefore, this study will offer useful directions in recommending COVID-19 vaccination to the public.

KeywordsMedia reports, Cues to action, Perceived susceptibility to COVID-19, Perceived susceptibility to adverse effects of COVID-19 vaccine, COVID-19 vaccination intention
키워드: 언론 보도, 행위단서, 코로나19에 대한 지각된 취약성, 백신 부작용에 대한 지각된 취약성, 백신 접종의도
Acknowledgments

This research is based on Juna Hong’s M.A. thesis defended at Ewha Womans University(본 논문은 홍주나의 석사학위 논문의 일부를 수정, 보완한 것입니다). 본 논문은 2020년도 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2020S1A5C2A03092919).

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부록Ⅰ. 국문 참고문헌
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