COVID-19: Retransmission of official communications in an emerging pandemic
COVID-19: Retransmission of official communications in an emerging pandemic
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DOI：
10.1371/journal.pone.0238491
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发表时间：
2020-09-16
期刊：
影响因子：
3.7
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.
作为向公众展示卫生专业知识的最明显代表，卫生机构在提醒公众注意新出现的COVID-19威胁、为保护行动提供指导、推动遵守卫生指令和打击错误信息方面发挥了核心作用。在这一过程中，Twitter等社交媒体平台一直是一个关键工具，它提供了一个沟通渠道，既可以向公众快速传播信息，又可以让个人参与其中。信息的传播和放大是接触到线上和线下受众以及鼓舞人心的行动的必要前提。因此，对于组织风险沟通来说，识别可能导致在线用户之间消息传递增加的策略和实践是有价值的。在本研究中，我们研究了之前灾难中显示的信息特征，以增加或减少迫在眉睫的威胁条件下的信息重传，并开发了2020年2月1日至2020年4月30日期间在线共享的官方风险传播者信息模型。我们开发了一个与大流行应对风险沟通相关的关键词词典，然后使用自动编码来识别信息内容和信息结构特征。我们进行了卡方分析和负二项回归建模，以确定官方风险传播者使用的分别增加和减少信息重传的策略。研究结果显示，随着时间的推移，消息策略发生了系统性的变化，并确定了影响消息传递的关键特征，包括积极的和消极的。这些结果有可能在疫情持续或未来发生类似事件时帮助制定信息设计策略。
As the most visible face of health expertise to the general public, health agencies have played a central role in alerting the public to the emerging COVID-19 threat, providing guidance for protective action, motivating compliance with health directives, and combating misinformation. Social media platforms such as Twitter have been a critical tool in this process, providing a communication channel that allows both rapid dissemination of messages to the public at large and individual-level engagement. Message dissemination and amplification is a necessary precursor to reaching audiences, both online and off, as well as inspiring action. Therefore, it is valuable for organizational risk communication to identify strategies and practices that may lead to increased message passing among online users. In this research, we examine message features shown in prior disasters to increase or decrease message retransmission under imminent threat conditions to develop models of official risk communicators' messages shared online from February 1, 2020-April 30, 2020. We develop a lexicon of keywords associated with risk communication about the pandemic response, then use automated coding to identify message content and message structural features. We conduct chi-square analyses and negative binomial regression modeling to identify the strategies used by official risk communicators that respectively increase and decrease message retransmission. Findings show systematic changes in message strategies over time and identify key features that affect message passing, both positively and negatively. These results have the potential to aid in message design strategies as the pandemic continues, or in similar future events.