Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

The objective of this study is to: (1) determine the individual?s exposure to news regarding earthquake; (20 determine the level of fear and threat of earthquake among individuals; (3) ascertain the audience?s levels of perceived efficacy and response efficacy; (4) ascertain the audience?s levels of earthquake preparedness; (5) establish the association between the audience?s exposure to earthquake news and levels of fear, threat, perceived efficacy, response efficacy towards government?s earthquake campaign and preparedness; (6) determine how the socio-economic background and experiences of the audience towards earthquake situations and natural disaster facilitated he association between exposure to earthquake news, fear, perceived threat, perceived efficacy, response efficacy towards government?s earthquake campaigns, and preparedness. This study used a one-shot survey design which was conducted to 100 random household members of the residents of Barangay Panacan, Davao City. This study was able to determine that Civil Status and age of the respondents were the most significant variables in socio-demographic that highly affect the knowledge and preparedness towards earthquake situation by correlating the socio-demographic characteristics and the psychosocial factors of the respondents. Another significant finding is the effect of news media exposure of the respondents towards fear. The study concludes that fear through media exposure does not lead to either fear or danger control. Fear only stimulates action but does not affect or lead to the behavioral change of the respondents and so it also concludes that experience is a more effective in terms of fear becoming a persuasion tool for earthquake preparedness. These results pose an important contribution to health and fear communication especially in studying disaster risk reduction plans and communication campaign strategies.