Fear in Media Headlines Increases Public Risk Perceptions but Decreases Preventive Behaviors: A Multi-Country Study During the COVID-19 Pandemic.

The perception of reality could matter more than reality itself when it comes to disease outbreaks. News media are important sources of information during global disease outbreaks, such as the COVID-19 pandemic. Drawing on theories of fear appeals and the social ecological model, we conducted multilevel modeling analyses to examine how media-level and community-level factors influenced the public's risk perceptions of COVID-19 and frequencies of preventive behaviors in the United States, United Kingdom, Canada, Australia, and India. We combined a large-scale multi-wave cross-country survey (N = 161,374) with a COVID-19 media coverage archive (N = 10,015,187) to test these relationships. We found that fear in media headlines was positively correlated with people's perceptions of risk but negatively correlated with frequencies of preventive behaviors, controlling for individual-, community-, and cultural-level factors. Similar patterns were consistently identified within each individual country. We also show that community factors interacted with the media environment to influence public risk perceptions and behaviors. Our findings highlight a strong mass media influence during the pandemic, and we discuss the implications of our findings for health communication during crisis times.