Articlegold2023

Public health messages during a global emergency through an online community: a discourse and sentiment analysis

Megan Watkins · Jaimee Sheila Mallion · Daniel Frings · Jane Wills · Susie Sykes · Andrew Whittaker

11 citations0/0 files storedFrontiers in Digital Health

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Public Relations and Crisis Communication Communication and COVID-19 Impact Discourse Analysis and Cultural Communication

Abstract

The growing popularity of social media and its ubiquitous presence in our lives brings associated risks such as the spread of mis- and disinformation, particularly when these may be unregulated in times of global crises. Online communities are able to provide support by enabling connection with others and also provide great potential for dynamic interaction and timely dissemination of information compared with more traditional methods. This study evaluates interactions within the Essex Coronavirus Action/Support Facebook private group, which set out to prevent the spread of COVID-19 infection by informing Essex residents of guidance and helping vulnerable individuals. At the outset, 18 community administrators oversaw the group, which attracted approximately 37,900 members. Longitudinal Facebook group interactions across five periods spanning the UK lockdowns 2020-2021 were analysed using psychological discourse analysis and supplementary computed-mediated analysis to further explore sentiment and linguistic features. The findings endorsed that the group provided a protected space for residents to express their feelings in times of crises and an opportunity to address confusion and concern. The effective communication of public health messages was facilitated by promoting desired interaction and the construction of group identities. Administrators worked with group members to achieve a shared understanding of others' perspectives and the COVID-19 evidence base, which led to a mobilisation of the provision of support in the community. This was accomplished through the application of rhetorical and interactional devices. This study demonstrates how online groups can employ discursive strategies to engage audiences, build cohesion, provide support, and encourage health protective behaviours. This has implications for public health teams in terms of designing, implementing, or evaluating such interventions.

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2020Health-protective behaviour, social media usage and conspiracy belief during the COVID-19 public health emergency 2005Discourse Markers in Native and Non-native English Discourse 2020Crisis Communication and Public Perception of COVID-19 Risk in the Era of Social Media 2020Social Media and Emergency Preparedness in Response to Novel Coronavirus 2017Ebola on Instagram and Twitter: How health organizations address the health crisis in their social media engagement 2020Reconceptualizing nature‐of‐science education in the age of social media 2018Effective uses of social media in public health and medicine: a systematic review of systematic reviews 2016Social Support and Computer-Mediated Communication: A State-of-the-Art Review and Agenda for Future Research

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