A Moderated Mediation Model of the Relationship between Media, Social Capital, and Cancer Knowledge

ABSTRACTWe combined insights from various theories and models of media learning, and advanced an indirect model accounting for the mechanisms underlying the media influences on knowledge acquisition. Our model was largely supported by the data from a two-wave longitudinal panel survey with a nationwide sample of Korean adults. It was found that both personal cancer history and cancer worry were positively associated with exposure to stomach cancer information from the media. In turn, exposure to media information was positively related to reflective integration of that information, which ultimately leads to stomach cancer knowledge only among people with high levels of social capital. These findings suggest that media uses and effects are not only an individual but also a contextually dependent experience.