Individual Submission Summary
Share...

Direct link:

A Moderated Mediation Model of the Relationship Between Media, Social Capital, and Stomach Cancer Knowledge

Mon, May 29, 11:00 to 12:15, Hilton San Diego Bayfront, Floor: 3, Aqua 303

Abstract

To remedy the limitations of the simple, direct media effects models, we combined insights from various theories and models of media learning, and advanced an indirect effects model accounting for the mechanisms underlying the media influences on knowledge acquisition related to stomach cancer. Our model was largely supported by the data from a two-wave panel survey with a Korean nation-wide sample. It was found that both personal cancer history and cancer worry were positively associated with exposure to stomach cancer information from the media. In turn, exposure to media information was positively related to reflective integration of that information, which ultimately leads to stomach cancer knowledge only among people with high levels of social capital. These findings clearly show that media uses and effects are not only an individual but also a contextually dependent experience.

Authors