娱乐信息:第三方影响者在covid - 19安全卫生传播中的作用

IF 1.5 3区 文学 Q2 COMMUNICATION
Rob Cover, L. Parker, Charlotte E. Young, Katia Ostapets
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引用次数: 0

摘要

本文讨论了对澳大利亚政府COVID-19健康运动的委托评估的结果,该运动利用第三方影响者来增加文化和语言多样化年轻人中健康传播信息的覆盖面。尽管该活动取得了成功,但对部分影响者和目标受众的采访表明,健康信息的“严肃”基调不太有效,也不太可能被分享,信息应该更“有趣”。对数据的分析表明,有三个主题为未来的活动如何利用娱乐教育领域已经构建的模型将健康信息和娱乐结合在一起提供了见解:(1)娱乐健康信息更适合以娱乐价值闻名的网红;(2)娱乐信息更容易被记住,更容易被分享;(3)在娱乐与信任和可信度的标志(如政府卫生当局标志)之间取得平衡,克服了当前卫生虚假信息和错误信息背景下的信任问题。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
7.10
自引率
4.20%
发文量
66
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