Analyzing Disaster Frame Messaging and Its Impact on Risk Perception Among College Students

 

Cynthia M. Ronquillo, Rowell G. de Guia, Zenaida D. Dela Rosa, Maritess C. Dela Vega,

Gabriel Jessie T. Guevarra, Lorna R. Rolda

Bataan Peninsula State University

Department of Arts and Sciences

Abstract

Message frames are taken differently by different people so this study aims to analyze the impact of disaster risk frames on the risk responses of third-year BA Communication students’ risk responses on four disaster risk frames about the “Big One” The mixed method design was used in the study. A survey questionnaire and a focus group discussion were used in the study. Purposive sampling was used and there were 35 respondents of which 8 were interviewed for the focus group discussion. It was found that there had been a higher positive response with frames highlighting positive tones. On the other hand, there had been negative responses when disaster risk frame messages were started with negative tones. Furthermore, the risk responses of the respondents were anchored on four points: avoidance, mitigation, transfer, and acceptance. However, transfer of responsibility has not been considered as a risk response from this study based on students’ responses while acceptance came to those who cared less about disaster risk frames. Family and community preparedness, construction of the message, knowledge learned from Risk, Disaster and Humanitarian Communication Course, imagining possible scenarios, own experiences and feelings, infomercials and statistical data on destruction and casualties, and seeing earthquake as a risk and not about the structure of the frames are the factors affecting the respondents’  risk responses including ignoring the question of their choice of risk frames.

Based on the results, it is suggested that in RDH, the presentation of balanced information, integration of visuals, and use of simple language should be considered. Feedback on such practices in the classroom should also be considered. For future research, students of other programs should also be considered for generalized results. Also, intergenerational study is suggested.

Keywords:  BA Communication, disaster, frame messaging, disaster frame messaging, risk responses, earthquake, mixed-method study, Philippines

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