Social media communication and public engagement in different health crisis stages: The framing of COVID-19 in Chinese official media
Abstract
Effective government social media communication plays a crucial role in mitigating public panic amid various public health crises, such as the H1N1 pandemic, the Ebola epidemic, the Zika epidemic, and the ongoing COVID-19 pandemic. A research gap exists in investigating government official social media communication strategies and effects on public engagement at specific COVID-19 crisis stages. This study examines the COVID-19 communication strategies the Chinese government used and the corresponding effects on public engagement at different COVID-19 crisis stages on social media. The Crisis and Emergency Risk Communication Model, Framing Theory, and Situational Crisis Communication Theory are combined to develop a conceptual framework. Content analysis and coding were performed on two dimensions: health content theme (four sub-dimensions) and transparent communication style (three sub-dimensions). Public engagement was measured by the number of shares, comments, and likes. The results indicate a strong need for disease prevention information at the initial event/maintenance and resolution stages, while reassurance and government actions are highly valued at the resolution stage. Interactive features promote public engagement in key crisis stages.
Link to publication in Sage Journals
