ADAPTING THE COMMUNICATION STRATEGIES FOR THE COVID-19 VACCINATION CAMPAIGN TO THE ROMANIAN CULTURAL MINDSET

Abstract

The debates around the COVID-19 pandemic have been a sensitive issue for the citizens in the last two years and the authorities have tried to promote the vaccination campaign through different means. The aim of this paper is to examine the communication strategies used in approaching the COVID-19 vaccination campaign to the population, focusing on the Romanian cultural mindset, specificities, values and beliefs that have been addressed. The corpus of the analysis consists of the informative short films broadcast on TVR in early 2021, which carry the messages of well-known doctors. The content analysis focuses on three main levels: sensitising, informing and motivating. Each of these levels has been assigned structural and functional features to analyse key examples and have a critical approach.