Work

Navigating the COVID-19 Health Crisis: A Content Analysis of Organizational Communication Strategies on Social Media

Year: 2024

Type: article

Abstract: The COVID-19 pandemic has posed an unprecedented threat to global health and well-being, with social media emerging as a pivotal platform for organizations to disseminate outbreak-related information swiftly, thereby shaping public risk perceptions and influencing preventive behaviours. Guided by the Crisis and Emergency Risk Communication (CERC) model, this study examines COVID-19-related content posted by organizations on Sina Weibo, focusing on the communication strategies employed and their impact on public engagement. Using content analysis and Semantic Network Analysis (SNA), a dataset of 10,996 salient Weibo posts was collected and analysed. Findings reveal that word prevalence, inter-word relationships, and the use of CERC model elements varied across different crisis stages and organization types. The analysis indicates that posts predominantly emphasized case reports, responders, governmental interventions, and positive outcomes. Furthermore, in terms of public engagement, certain content dimensions—such as requests for feedback, expressions of appreciation, and provision of detailed informational resources—were particularly effective in drawing public attention.

Source: Studies in Media and Communication

DOI: 10.11114/smc.v12i4.7347

Author: Yuhan Wang

Institution: Guangdong University of Technology

Language: English

Topic: Public Relations and Crisis Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: diamond

Funder: Ministry of Education of the People's Republic of China