Rob Cover, L. Parker, Charlotte E. Young, Katia Ostapets
{"title":"娱乐信息:第三方影响者在covid - 19安全卫生传播中的作用","authors":"Rob Cover, L. Parker, Charlotte E. Young, Katia Ostapets","doi":"10.1177/1329878x231158880","DOIUrl":null,"url":null,"abstract":"This paper discusses findings from a commissioned evaluation of an Australian government COVID-19 health campaign that utilised third-party influencers to increase the reach of health communication messages among culturally and linguistically diverse young people. Although the campaign was successful, interviews with select influencers and target audience members indicated that the ‘serious’ tone of the health messaging was less effective and less likely to be shared and that messages should be more ‘entertaining’. Analyses of data indicated three themes providing insights into how future campaigns may benefit from a focus that draws together health information and entertainment using models already constructed in the entertainment–education field: (1) Entertaining health messages have a stronger fit with influencers who are known for their entertainment value; (2) Entertaining messages are more memorable and more likely to be shared; (3) A balance between entertainment and the signifiers of trust and credibility such as government health authority logos overcomes trust issues in the context of current health disinformation and misinformation.","PeriodicalId":46880,"journal":{"name":"Media International Australia","volume":"34 1","pages":""},"PeriodicalIF":1.5000,"publicationDate":"2023-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Entertaining information: Third-party influencers’ role in COVID-safety health communication\",\"authors\":\"Rob Cover, L. Parker, Charlotte E. Young, Katia Ostapets\",\"doi\":\"10.1177/1329878x231158880\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper discusses findings from a commissioned evaluation of an Australian government COVID-19 health campaign that utilised third-party influencers to increase the reach of health communication messages among culturally and linguistically diverse young people. Although the campaign was successful, interviews with select influencers and target audience members indicated that the ‘serious’ tone of the health messaging was less effective and less likely to be shared and that messages should be more ‘entertaining’. Analyses of data indicated three themes providing insights into how future campaigns may benefit from a focus that draws together health information and entertainment using models already constructed in the entertainment–education field: (1) Entertaining health messages have a stronger fit with influencers who are known for their entertainment value; (2) Entertaining messages are more memorable and more likely to be shared; (3) A balance between entertainment and the signifiers of trust and credibility such as government health authority logos overcomes trust issues in the context of current health disinformation and misinformation.\",\"PeriodicalId\":46880,\"journal\":{\"name\":\"Media International Australia\",\"volume\":\"34 1\",\"pages\":\"\"},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2023-02-21\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Media International Australia\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1177/1329878x231158880\",\"RegionNum\":3,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Media International Australia","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/1329878x231158880","RegionNum":3,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
Entertaining information: Third-party influencers’ role in COVID-safety health communication
This paper discusses findings from a commissioned evaluation of an Australian government COVID-19 health campaign that utilised third-party influencers to increase the reach of health communication messages among culturally and linguistically diverse young people. Although the campaign was successful, interviews with select influencers and target audience members indicated that the ‘serious’ tone of the health messaging was less effective and less likely to be shared and that messages should be more ‘entertaining’. Analyses of data indicated three themes providing insights into how future campaigns may benefit from a focus that draws together health information and entertainment using models already constructed in the entertainment–education field: (1) Entertaining health messages have a stronger fit with influencers who are known for their entertainment value; (2) Entertaining messages are more memorable and more likely to be shared; (3) A balance between entertainment and the signifiers of trust and credibility such as government health authority logos overcomes trust issues in the context of current health disinformation and misinformation.