The First 60 Days: American Public Health Agencies' Social Media Strategies in the Emerging COVID-19 Pandemic
The First 60 Days: American Public Health Agencies' Social Media Strategies in the Emerging COVID-19 Pandemic
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前 60 天：美国公共卫生机构在新出现的 COVID-19 大流行中的社交媒体策略
DOI：
10.1089/hs.2020.0105
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发表时间：
2020
期刊：
影响因子：
3.3
通讯作者：
Butts, Carter T.
中科院分区：
文献类型：
--
作者：
Sutton, Jeannette;Renshaw, Scott L.;Butts, Carter T.
在本文中，我们捕捉、识别并描述了在应对2019年新型冠状病毒病（COVID-19）大流行的前60天内，公共卫生传播机构在Twitter上进行纵向风险传播的模式。我们收集了2020年2月1日至3月31日期间来自696个目标账户的138，546条推文，采用词频-逆文档频率来识别每天独特的关键字标签。我们的团队进行了归纳性内容分析，以确定公共卫生风险沟通工作中的新主题。因此，我们发现在大流行的前60天内有7个不同的传播时期，每个时期的特点是对信息传播、个人和收集行动、维持动机和建立社会规范的不同重视。我们发现，应对COVID-19疫情的纵向风险沟通随着次级威胁的出现而发生变化，同时继续促进亲社会活动，以减少对弱势群体的影响。纵向识别风险传播模式，使公共卫生传播者能够观察主题和优先事项的变化。COVID-19大流行前60天的观察结果预示了这一事件和未来疾病爆发的持续信息需求。
In this paper, we capture, identify, and describe the patterns of longitudinal risk communication from public health communicating agencies on Twitter during the first 60 days of the response to the novel coronavirus disease 2019 (COVID-19) pandemic. We collected 138,546 tweets from 696 targeted accounts from February 1 to March 31, 2020, employing term frequency-inverse document frequency to identify keyword hashtags that were distinctive on each day. Our team conducted inductive content analysis to identify emergent themes that characterize shifts in public health risk communication efforts. As a result, we found 7 distinct periods of communication in the first 60 days of the pandemic, each characterized by a differing emphasis on communicating information, individual and collection action, sustaining motivation, and setting social norms. We found that longitudinal risk communication in response to the COVID-19 pandemic shifted as secondary threats arose, while continuing to promote pro-social activities to reduce impact on vulnerable populations. Identifying patterns of risk communication longitudinally allows public health communicators to observe changes in topics and priorities. Observations from the first 60 days of the COVID-19 pandemic prefigures ongoing messaging needs for this event and for future disease outbreaks.