From sender to receiver : the effect of episodic and thematic framing on risk perception

Abstract: The current study examined the effect of episodic and thematic framing on risk perception; whether a message of risk based on an individual case (episodic) may produce a different effect than a message based on general information (thematic). It also examined whether framing effects are dependent on which type of subject is being framed (health risks or integrity risks). Participants (N=31) were recruited through a convenience sample for a within-subjects design. Data was collected through a web-based questionnaire in which participants read four news articles manipulated according to episodic and thematic framing. One episodic and one thematic article concerned health risks and one episodic and one thematic concerned integrity risks. The participants answered questions regarding concern, attribution of responsibility, behavioral intentions and support of policies. The collected data was analyzed using Wilcoxon’s signed-ranks test and Spearman’s correlation. The result suggests that there is a difference in risk perception between episodic and thematic framing. There are also strong indications that the framing effects are affected by the type of risk conveyed in a message.