How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak
ObjectiveAs life with COVID-19 became a norm in 2022, the public's demand for and perception of COVID-19-related information has changed. This study analyzed the performance and responses of Healthy China and the public at various stages of COVID-19 normalization using the crisis and emergency...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-11-01
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| Series: | Frontiers in Public Health |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpubh.2022.1039405/full |
| _version_ | 1811304989129179136 |
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| author | ShaoPeng Che ShaoPeng Che Shunan Zhang Jang Hyun Kim Jang Hyun Kim |
| author_facet | ShaoPeng Che ShaoPeng Che Shunan Zhang Jang Hyun Kim Jang Hyun Kim |
| author_sort | ShaoPeng Che |
| collection | DOAJ |
| description | ObjectiveAs life with COVID-19 became a norm in 2022, the public's demand for and perception of COVID-19-related information has changed. This study analyzed the performance and responses of Healthy China and the public at various stages of COVID-19 normalization using the crisis and emergency risk communication (CERC) theory.MethodsThis study was based on the 2022 Shanghai COVID-19 outbreak and data from “Healthy China,” the official TikTok account of the National Health Commission of the People's Republic of China (NHCC). First, we divided the Shanghai lockdown into five stages in accordance with the CERC. Second, the videos released by Healthy China were open-coded. Third, to understand the distribution of strategies across the stages, we used counts and percentages to summarize the categorical variables. Fourth, we investigated the distribution of public participation indicators using descriptive statistical analysis. Finally, the relationship between stage and communication strategy was examined using the chi-square test and negative binomial regression.Results(1) Healthy China adopted a more flexible approach to communication strategies; (2) new cases per day was the commonly used substrategy for uncertainty reduction; (3) there was a significant difference in the strategies used by Healthy China at different stages; (4) public participation was highest in the pre-crisis period; and (5) the stage had a significant positive impact on the number of views, favorites, likes, and shares.ConclusionsThis research provides insight into effective communication strategies for the government or public health agencies to employ during COVID-19 normalization. |
| first_indexed | 2024-04-13T08:17:16Z |
| format | Article |
| id | doaj.art-cb1c464a92274b28b1524dd619512429 |
| institution | Directory Open Access Journal |
| issn | 2296-2565 |
| language | English |
| last_indexed | 2024-04-13T08:17:16Z |
| publishDate | 2022-11-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Public Health |
| spelling | doaj.art-cb1c464a92274b28b1524dd6195124292022-12-22T02:54:44ZengFrontiers Media S.A.Frontiers in Public Health2296-25652022-11-011010.3389/fpubh.2022.10394051039405How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreakShaoPeng Che0ShaoPeng Che1Shunan Zhang2Jang Hyun Kim3Jang Hyun Kim4Department of Human-Artificial Intelligence Interaction, Sungkyunkwan University, Seoul, South KoreaDepartment of Interaction Science, Sungkyunkwan University, Seoul, South KoreaDepartment of Interaction Science, Sungkyunkwan University, Seoul, South KoreaDepartment of Human-Artificial Intelligence Interaction, Sungkyunkwan University, Seoul, South KoreaDepartment of Interaction Science, Sungkyunkwan University, Seoul, South KoreaObjectiveAs life with COVID-19 became a norm in 2022, the public's demand for and perception of COVID-19-related information has changed. This study analyzed the performance and responses of Healthy China and the public at various stages of COVID-19 normalization using the crisis and emergency risk communication (CERC) theory.MethodsThis study was based on the 2022 Shanghai COVID-19 outbreak and data from “Healthy China,” the official TikTok account of the National Health Commission of the People's Republic of China (NHCC). First, we divided the Shanghai lockdown into five stages in accordance with the CERC. Second, the videos released by Healthy China were open-coded. Third, to understand the distribution of strategies across the stages, we used counts and percentages to summarize the categorical variables. Fourth, we investigated the distribution of public participation indicators using descriptive statistical analysis. Finally, the relationship between stage and communication strategy was examined using the chi-square test and negative binomial regression.Results(1) Healthy China adopted a more flexible approach to communication strategies; (2) new cases per day was the commonly used substrategy for uncertainty reduction; (3) there was a significant difference in the strategies used by Healthy China at different stages; (4) public participation was highest in the pre-crisis period; and (5) the stage had a significant positive impact on the number of views, favorites, likes, and shares.ConclusionsThis research provides insight into effective communication strategies for the government or public health agencies to employ during COVID-19 normalization.https://www.frontiersin.org/articles/10.3389/fpubh.2022.1039405/fullCOVID-19public health emergencypublic health agencyTikToksocial mediacommunication strategy |
| spellingShingle | ShaoPeng Che ShaoPeng Che Shunan Zhang Jang Hyun Kim Jang Hyun Kim How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak Frontiers in Public Health COVID-19 public health emergency public health agency TikTok social media communication strategy |
| title | How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak |
| title_full | How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak |
| title_fullStr | How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak |
| title_full_unstemmed | How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak |
| title_short | How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak |
| title_sort | how public health agencies communicate with the public on tiktok under the normalization of covid 19 a case of 2022 shanghai s outbreak |
| topic | COVID-19 public health emergency public health agency TikTok social media communication strategy |
| url | https://www.frontiersin.org/articles/10.3389/fpubh.2022.1039405/full |
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