黑人推特上支持疫苗信息的社会传染潜力

IF 3 3区 医学 Q1 COMMUNICATION
Health Communication Pub Date : 2024-11-01 Epub Date: 2023-11-23 DOI:10.1080/10410236.2023.2281075
Maria Elizabeth Grabe, Danielle K Brown, Jimmy Ochieng, John Bryden, Ranada D Robinson, Yong-Yeol Ahn, Alana Moss, Wei Wang
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引用次数: 0

摘要

美国黑人不仅在大流行期间遭受了不成比例的高住院率和死亡率,而且还遭受了COVID-19疫苗接种率低的后果。这种差距模式与对公共卫生系统的不信任有关,这种不信任源于对黑人的医疗暴行历史。因此,与官方的公共卫生运动相比,缓解基于种族的不平等可能会在基层信息传播中取得更大的成功。虽然“黑推特”很适合作为这种信息传播的渠道,但人们对信息的特征知之甚少。在这里,我们测试了四种不同的消息框架(个性化、互动、恐惧呼吁、中立)对促进COVID-19疫苗接种的双峰社交媒体消息的社会传染潜力的影响,并发现个性化消息最具可分享性。为了避免将个性化作为制定社会传染健康运动的蓝图,我们进一步探讨了个人层面变量对个性化信息可沟通性的影响。随后,参考回归模型和焦点小组数据,发现思维方式、疫苗置信度和对社交媒体的态度是影响个性化信息传染潜力的重要因素。我们讨论了这些结果对卫生运动的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Social Contagion Potential of Pro-Vaccine Messages on Black Twitter.

Black Americans in the US not only suffered from disproportionately high hospitalization and death rates throughout the pandemic but also from the consequences of low COVID-19 vaccination rates. This pattern of disparity is linked to distrust of public health systems that originates from a history of medical atrocities committed against Black people. For that reason, mitigation of race-based inequity in COVID-19 impacts might find more success in grassroots information contagion than official public health campaigns. While Black Twitter is well-positioned as a conduit for such information contagion, little is known about message characteristics that would afford it. Here, we tested the impact of four different message frames (personalization, interactive, fear appeal, neutral) on the social contagion potential of bi-modal social media messages promoting COVID-19 vaccinations and finding personalized messages to be the most shareable. Wary of recommending personalization as the blueprint for setting a social contagion health campaign in motion, we probed further to understand the influence of individual-level variables on the communicability of personalized messages. Subsequently, regression models and focus group data were consulted, revealing that thinking styles, vaccine confidence levels, and attitudes toward social media were significant factors of influence on the contagion potential of personalized messages. We discussed the implications of these results for health campaigns.

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来源期刊
CiteScore
8.20
自引率
10.30%
发文量
184
期刊介绍: As an outlet for scholarly intercourse between medical and social sciences, this noteworthy journal seeks to improve practical communication between caregivers and patients and between institutions and the public. Outstanding editorial board members and contributors from both medical and social science arenas collaborate to meet the challenges inherent in this goal. Although most inclusions are data-based, the journal also publishes pedagogical, methodological, theoretical, and applied articles using both quantitative or qualitative methods.
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