Public Health Messaging during the COVID-19 Pandemic and Beyond: Lessons from Communication Science

Nan, Xiaoli; Ileş, Irina A.; Yang, Bo; Ma, Zexin

doi:10.1080/10410236.2021.1994910

Cited by 85 publications

(59 citation statements)

References 150 publications

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“…Finally, pandemic fatigue is higher today than it was when this study was conducted, which may mean that text-based narratives may garner less engagement than they would have earlier in the pandemic and may need to be visually enhanced to be effective (e.g., through videos, cartoons, and virtual reality). 44 …”

Section: Discussionmentioning

confidence: 99%

Effects of Narrative Messages on Key COVID-19 Protective Responses: Findings From a Randomized Online Experiment

2022

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Purpose. We investigated the effectiveness of narrative versus non-narrative messages in changing COVID-19-related perceptions and intentions. Design/Setting. The study employed a between-subjects two-group (narratives versus non-narratives) experimental design and was administered online. Subjects/Intervention. 1,804 U.S. adults recruited via Amazon MTurk in September 2020 were randomly assigned to one of two experimental conditions and read either three narrative or three non-narrative messages about social distancing, vaccination, and unproven treatments. Measures. Perceptions and intentions were assessed before and after message exposure (7-point scales). Analysis. Using multivariable regression, we assessed main effects of the experimental condition (controlling for baseline measures) and interactions between the condition and pre-exposure perceptions/intentions in predicting post-exposure outcomes. Results. Compared to non-narratives, narratives led to 1) less positive perceptions about the benefits of unproven treatments (Mnarrative=3.60, Mnon-narrative =3.77, p=.007); and 2) less willingness to receive an unproven drug (Mnarrative=3.46, Mnon-narrative=3.77, p<.001); this effect was stronger among individuals with higher baseline willingness to receive unproven drugs (baseline willingness=2.09: b=-0.06, p=.461; baseline willingness=3.90: b=-0.30, p<.001; baseline willingness=5.71: b=-0.55, p<.001). Narratives also led to more positive perceptions of vaccine safety/effectiveness, but only among individuals with lower baseline vaccine perceptions (baseline perceptions=4.51: b=0.10, p=.008; baseline perceptions=5.89: b=0.04, p=.167; baseline perceptions=7: b=-0.01, p=.688). Conclusion. Narratives are a promising communication strategy, particularly for topics where views are not entrenched and among individuals who are more resistant to recommendations.

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Section: Discussionmentioning

confidence: 99%

Effects of Narrative Messages on Key COVID-19 Protective Responses: Findings From a Randomized Online Experiment

2022

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“…Ultimately, this emphasises the importance of message content (ie, what to say) and message executions (ie, how to say it) when communicating information on COVID-19. 37 The need for reiterative approaches to develop public health communications has been highlighted and largely involves monitoring perceptions of message receivers of classic message inputs such as who, says what, through which channel, to whom, and with what effect. 37 38 However, regardless of the message executions or framing, our study found that interviewed participants were sceptical about the underlying assumptions of message content (eg, accuracy of information being communicated or the relevance to their local community).…”

Section: Discussionmentioning

confidence: 99%

‘Communication, that is the key’: a qualitative investigation of how essential workers with COVID-19 responded to public health information

et al. 2022

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ObjectivesTo understand how essential workers with confirmed infections responded to information on COVID-19.DesignQualitative analysis of semistructured interviews conducted in collaboration with the national contact tracing management programme in Ireland.SettingSemistructured interviews conducted via telephone and Zoom Meetings.Participants18 people in Ireland with laboratory confirmed SARS-CoV-2 infections using real-time PCR testing of oropharyngeal and nasopharyngeal swabs. All individuals were identified as part of workplace outbreaks defined as ≥2 individuals with epidemiologically linked infections.ResultsA total of four high-order themes were identified: (1) accessing essential information early, (2) responses to emerging ‘infodemic’, (3) barriers to ongoing engagement and (4) communication strategies. Thirteen lower order or subthemes were identified and agreed on by the researchers.ConclusionsOur findings provide insights into how people infected with COVID-19 sought and processed related health information throughout the pandemic. We describe strategies used to navigate excessive and incomplete information and how perceptions of information providers evolve overtime. These results can inform future communication strategies on COVID-19.

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“…According to the Elaboration Likelihood model of persuasion, messages that are selfrelevant, vivid, or actionable are more persuasive [23][24][25] , perhaps because these characteristics increase perceived self-efficacy. Self-efficacy, one's belief in their ability to perform a behavior, is a crucial component of behavior change [26][27][28] . For instance, greater perceived self-efficacy is associated with an increased likelihood of engaging in COVID-19 prevention behaviors like mask wearing and social distancing 29 .…”

Section: Scenario-based Messages On Social Media Motivate Covid-19 In...mentioning

confidence: 99%

“…Behavioral intentions are also influenced by our beliefs about the outcomes of our actions 26,33,34 Previously, we developed an online informational intervention that changed beliefs and intentions about engaging in risky behaviors during the pandemic 36,37 . Participants who completed the laboratory intervention reported changes in perceived risk that realigned inaccurate beliefs with reality; these changes in perceived risk also led to a decrease in willingness to take risks.…”

Section: Scenario-based Messages On Social Media Motivate Covid-19 In...mentioning

confidence: 99%

Scenario-Based Messages on Social Media Motivate COVID-19 Information Seeking

Sinclair¹,

Taylor

Davidson³

et al. 2022

Preprint

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During the COVID-19 pandemic, political partisanship has influenced information consumption, beliefs, and health behaviors. Communicating accurate information about COVID-19 exposure risk is crucial for empowering individuals to make informed decisions. In the present study, we used social media advertisements to experimentally test the efficacy of five messages about COVID-19 risks (varying the context specificity and emotional valence) across six demographic groups (N=221,829; stratified by age group and political leaning). Advertisements that emphasized local risk levels for specific scenarios were most effective, across all demographic groups. Emotional valence did not significantly influence user engagement. Although conservatives were less likely than liberals to engage with COVID-19 information after clicking on an advertisement, conservatives who did engage with our informational intervention responded beneficially and became less willing to take risks. Overall, evoking specific scenarios motivated information seeking about COVID-19, overcoming the political divide to facilitate risk communication and change behavioral intentions.

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Public Health Messaging during the COVID-19 Pandemic and Beyond: Lessons from Communication Science

Cited by 85 publications

References 150 publications

Effects of Narrative Messages on Key COVID-19 Protective Responses: Findings From a Randomized Online Experiment

Effects of Narrative Messages on Key COVID-19 Protective Responses: Findings From a Randomized Online Experiment

‘Communication, that is the key’: a qualitative investigation of how essential workers with COVID-19 responded to public health information

Scenario-Based Messages on Social Media Motivate COVID-19 Information Seeking

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