Relationship between the actual fine dust concentration and media exposure that influenced the changes in outdoor activity behavior in South Korea.

The one reason of the decrease of walking time for adults in South Korea among various factors is the sense of fear about fine dust sparked by media reports, which has created a negative perception of fine dust. This study aimed to assess the change in concentration of fine dust, as well as individuals' walking time and health status, in South Korea, and to investigate the relationship between the media reports on fine dust. Using the national government statistics data, we analyzed the relationship between walking time, concentration of fine dust, and amount of media reports on fine dust. From 2008 to 2017, the average walking time and PM10 levels decreased from 76.17 to 49.47 min and 52 to 45 μg/m; whereas PM10 media frequency increased from 349 to 9,234. No positive correlation existed between walking time in South Korea and exposure to fine dust. However, media reports on fine dust increased steadily from 2012 and peaked in 2015. The decrease in average walking time in South Korea was due to the negative perception created by the increase in media reports on fine dust, rather than the increase in the actual concentration of fine dust.