南非对混合恐惧和亲社会情感诉求 Covid-19 健康传播策略的反应:反思

IF 0.6 Q3 COMMUNICATION
Communitas Pub Date : 2023-09-30 DOI:10.38140/com.v28i.7054
Elizabeth Lubinga, Karabo Sitto-Kaunda
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引用次数: 0

摘要

自 2020 年 COVID-19 大流行病出现并在全球蔓延以来,一些国家的政府将情感诉求作为影响公众行为改变的机制,以抗击当时新型冠状病毒的传播。研究表明,受众对健康信息中使用的情感诉求技巧的反应往往会在一定程度上影响健康信息的接受度。本研究旨在评估自 2020 年 3 月起南非受众对 COVID-19 情感诉求信息的反应。研究采用了扩展平行过程模型(EPPM)。一项定量研究分析了 1000 多名参与者的回应。结果表明,政府官员根据 COVID-19 浪潮的强度,采用了有针对性的分阶段传播策略,反映了恐惧和亲社会呼吁信息。结果表明,参与者最经常出现的情绪反应是担心、忧虑和悲伤。最少出现的情绪反应是忧郁和惊讶。对于政府 COVID-19 信息的清晰度,参与者对有关其经历的信息持有不同的看法。大多数参与者(72-76%)表示有意继续采取积极的行为措施来应对政府的遏制策略。由于 COVID-19 在全球范围内反复出现多波感染,因此南非政府有必要提供量身定制的多阶段混合信息,以激起类似的反应。这项研究可为包括政府在内的健康促进组织针对长期存在的健康危机发出有效、受众反应灵敏的信息提供启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Responses to Mixed Fear and Pro-social Emotional Appeal Covid-19 Health Communication Strategies in South Africa: A Reflection
Since the advent and global spread of the COVID-19 pandemic in 2020, several governments used emotional appeals as mechanisms to influence public behavioural change in a bid to combat spread of the then novel Coronavirus. Research shows that the uptake of health messaging is often, partly influenced by audience responses to emotional appeal techniques employed in such messages. This study intended to assess responses by South African audiences to COVID-19 emotional appeal messages from March 2020. The Extended Parallel Process Model (EPPM) is applied. A quantitative study analysed responses of over 1000 participants. Results indicate that government officials used a tailored and phased communication strategy mirroring fear and pro-social appeal messages to the intensity of COVID-19 waves. Results indicate that the most recurring emotional responses by participants were concern, worry and sadness. The least experienced emotions were gloom and surprise. Participants held mixed perceptions towards messages about their experiences regarding government COVID-19 message clarity. Majority of the participants, 72-76% expressed intentions to continue engaging in positive behavioural measures in response to government containment strategies. The recurring multiple waves of COVID-19 infections globally, necessitated tailored and mixed multi-phased messaging by the South African government provoking mirrored responses. This study could provide insight into effective, audience-responsive messaging for longstanding health crises by health promotion organisations including governments.
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来源期刊
Communitas
Communitas COMMUNICATION-
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