The COVID-19 pandemic has caused disruption not only in the global health and economic sectors, but also in the field of journalism. As media has played and continues to play a pivotal role in disseminating information during the pandemic crisis, it is critical to examine how media influences the behaviour of their target audience. Subsequently, this study aimed to examine the relationship between media attention, dependency, self-efficacy, and prosocial behaviours amid the COVID-19 pandemic. A total of 905 participants from China responded to the survey questionnaire, the data from which was analysed via SPSS-AMOS v.23. The results indicated a significant correlation between media attention and self-efficacy. Likewise, media dependency is correlated with self-efficacy. Media attention, dependency, and self-efficacy demonstrated significant effects on prosocial attitudes and behaviours. Subsequently, this study showed that self-efficacy mediates the effects of media attention and dependency on prosocial behaviour. At the time of the COVID-19 pandemic, the findings of this study could serve as a guide to media practitioners in shaping the behaviour of their audience through meaningful and responsible information dissemination.
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