Work

Exploring factors predicting scientists' intentions to participate in crisis communication during the COVID-19 pandemic

Year: 2026

Type: article

Abstract: Background During science and health-related emergencies, scientists' public communication plays a pivotal role in encouraging protective behaviors, combating misinformation, and reducing public anxiety. Despite this importance, limited research has explored scientists' intentions to engage in emergency communication and the factors that influence such engagement. Method This study uses the early COVID-19 outbreak in China (February 2020) as a case to examine Chinese scientists' intentions to communicate with the public during crises. We administered an online survey to a convenience sample of 758 China-based researchers in the natural sciences, engineering, agriculture, and medicine recruited through two WeChat public accounts. The study employed the Theory of Planned Behavior (TPB) as the core analytical framework, integrating both classical TPB constructs and contextual factors relevant to emergency communication and science communication management in China. Results Regression analyses showed that general attitude toward science communication, subjective and moral norm, perceived behavioral control, and recognition of participation significantly predicted scientists' intentions to participate in COVID-19 emergency communication. Among all factors, past COVID-19 communication behaviors emerged as the strongest predictor, suggesting that initial engagement in crisis communication increases the likelihood of continued participation. Surprisingly, self-reported science communication training experience negatively predicted intention, possibly due to the unfriendly public opinion environment in China during the early stage of the pandemic outbreak. Conclusion This study highlights that cognitive and normative drivers underlying routine science communication also apply in crisis contexts. However, structural dependencies in the Chinese context such as organizational reliance may alter the impact of perceived preparedness.

Source: Frontiers in Communication

DOI: 10.3389/fcomm.2026.1759720

Authors: Lechen Li, Ruifen Zhang, Hepeng Jia, Xi Luo, Zheng Yang

Institutions: Soochow University, Soochow University, Renmin University of China

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: gold

Estimated APC paid: $1,418