"Save a Life, Give Blood?": An exploration of NHS Blood and Transplant's public health messaging in the pandemic media ecology

公共卫生信息（PHM）呼吁从康复的COVID-19病例中捐献血液和随后的恢复期血浆，这是一个日益繁忙的公共领域，争夺观众的注意力。随着COVID-19信息的大量传播，错误信息和虚假信息通过不堪重负和不断发展的“媒体生态”传播（McLuhan, 1964）；“信息学术”对PHM的影响不可低估（Zarocostas, 2000）。与此同时，随着一场全国性的争议爆发，公众对信使和信息的信任度都有所下降，而多米尼克·卡明斯的行为正是这种情况的催化剂。在媒体上产生反对意见，对问责制、透明度和平等提出质疑，而几位科学家对卡明斯的行为发表了意见，英国政府的行为影响了关键的公共卫生信息和对PHM信息和信使的信任态度（Fancourt et al., 2020; Mahase, 2020； O'Dowd, 2020）。信任和依从性不仅与人群在COVID-19大流行之前、期间和之后遵守规则和指导方针的意愿相关（Fancourt等人，2020），而且从根本上影响医疗保健系统控制感染、死亡率和康复的能力（Bargain和Aminjonov， 2020）。

Pubic Health Messaging (PHM) calling for the donation of blood and later convalescent plasma from recovered COVID-19 cases, is situated in an increasingly busy public domain vying for viewer attention. As a vast flow of COVID-19 information, misinformation, and disinformation spreads through an overwhelmed and evolving 'media ecology' (McLuhan, 1964); the effect of the 'infodemic' on PHM cannot be underestimated (Zarocostas, 2000). Simultaneously, there was a drop in public trust in both the messengers and the message as a national controversy erupted, the catalyst for this being Dominic Cummings actions. Generating disapproval in the media, raising questions about accountability, transparency, and equality, while several scientists spoke out about Cummings actions, the conduct of the UK government impacted critical public health messaging and attitudes towards which PHM messages and messengers to trust (Fancourt et al., 2020; Mahase, 2020; O'Dowd, 2020). Not only are trust and compliance correlated with a populations willingness to follow rules and guidelines, pre-, during and post COVID-19 pandemic (Fancourt et al., 2020), essentially affecting the health care systems ability to control infection and mortality and recovery (Bargain and Aminjonov, 2020).