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consumers of news media are engaging in more recommended coronavirus
(COVID-19) preventive practices than lighter consumers of news media,
according to a new national survey conducted by University of Delaware
The survey showed that this is particularly true among young Americans and self-described liberals.
On average, 75% of adults reported engaging in the majority of
recommended social distancing behaviors like keeping six feet away and
limiting trips to stores. Slightly fewer (66%) reported habits like
washing hands more frequently and avoiding face touching (hygiene), and
41% engaged in preparation behaviors like stocking up on food and
medicine. However, heavy viewers of news, regardless of the source, reported
performing the most behaviors across all three types of risk reduction
In the survey, it didn’t matter what particular news source
people are choosing. Consuming more news meant following the Centers for
Disease Control and Prevention (CDC) recommended behaviors more
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“The bottom line is that information matters. The more news people
consumed, the more behaviors they were engaging in,” said Amy Bleakley,
professor of communication and one of the lead investigators of the
project. “There is often a lot of emphasis on specific content when we
study media, and where you get your news can usually result in different
outcomes, but in the case of COVID-19, we are finding that it’s news
exposure in general that really matters. This is a win for public health
— the message about what to do is cutting through all the noise and
getting out there.”
There were also differences in people’s performance of
CDC-recommended behaviors by age and political ideology, but all
participants reported engaging in reasonably high levels of risk
reduction activities. This is likely attributable to how people rely on
media in the content of crises like COVID-19.
“In times of crisis, when we have a lot of media dependency, the
differences between people are much less important both in terms of
media sources and individual differences,” said Jennifer Lambe,
associate professor of communication and a co-investigator on the study.
“Effects are more uniform, particularly as the crisis is more life
Although college-aged students have been shown gathering on
beaches for spring break in recent weeks, this research shows that
younger adults are actually leading the nation on risk reduction
activities. Almost 83% of 18 to 29-year-olds report engaging in five or
more recommended hygiene practices, which is 24% higher than adults 60
and older in the study. The data also show that older adults reported
doing fewer risk reduction behaviors compared to those under 30,
especially when it came to making preparations.
This is especially concerning given reports that older adults are at
higher risk for death and other serious complications from COVID-19.
Survey respondents were asked to report their political ideology on a
seven point scale from very liberal to very conservative. Those who
reported being very to somewhat liberal indicated that they were
engaging in personal hygiene, preparation and social distancing
behaviors at a higher rate than what was reported by self-described
moderates or conservatives.
However, the survey results showing that liberals are more likely
than conservatives to be engaged in all of these preventive behaviors is
“Given that research from political psychology indicates that
conservatives are, on average, more concerned about pathogens and
threats in their environments than liberals are, the fact that
conservatives are significantly less likely than liberals to be
engaging in these preventative behaviors is surprising,” said Danna
Young, a political and media psychologist in the Department of Communication.
“This discrepancy may have resulted from the cues coming from
conservative elected officials and media personalities who, throughout
the first half of March, signaled that COVID was being overblown by both
media and Democrats.”
Methodology: 1,000 U.S. participants (out of 1,587 invited
panelists) responded to a questionnaire online from March 20-25, 2020.
Margin of error for these results is +/-3.16. Data was collected through
Social Science Research Solutions (SSRS) by Dynata, a research firm
specializing in global online research panels. This survey was funded by
the University of Delaware’s Research Office, College of Arts and Sciences, and its nonpartisan Center for Political Communication (CPC). This study was supervised by Amy Bleakley, professor in the Department of Communication.
Article by Peter Bothum; graphics by Jeffrey C. Chase and Department of Communication staff
Published April 9, 2020