Comparisons of Attitude on Media's Report for Avian Influenza between Poultry Breeder and Non-breeder

Oh, Gyung Jae

Abstract

OBJECTIVES
Active participation of poultry breeder in surveillance system of Avian Influenza (AI) is very important. Therefore this study was conducted to present basis data for active report of AI that is affected by media's coverage in poultry breeder.
METHODS
Subjects were 88 persons, 28 who were poultry breeder at epidemic area of AI and 60 who were general person at non-epidemic area. Data were collected by the trained investigator from Jul. 1 to Aug. 31, 2008. Respondents were interviewed by means of a structured questionnaire.
RESULTS
The third-person effect among perceptions of influence in media's report on the AI was higher in breeder (32.1%) than in non-breeder (10.0%). However, Confidence to media report on the AI was lower in breeder than in non-breeder. Intention to report of the AI was 71.4% in breeder respectively, was 90.0% in non-breeder. There was statistically significant lower in breeder than non-breeder. The cause of avoidance of report was 'economic damage' for 87.5%, which acocounted for the majority of cases. Confidence to media report on the AI were positively correlated with concern on the AI and perception on seriousness of the AI, but negatively correlated with the third-person effect.
CONCLUSIONS
These results showed that intention to report of the AI of breeder was susceptible to influenced by the third person effect and confidence in media's report on the AI. Therefore we should give a special attention to increase active report of poultry breeder during epidemic period of AI which is consideration of reasonable strategy of media's coverage, including mind and emotion state of poultry breeder.