Role of Social Media in Shaping Public Risk Perception during COVID-19 Pandemic: A Theoretical Review

Various national and global media outlets have daily reports and updates concerning the Coronavirus pandemic, reporting on the number of infected, quarantined, hospitalized and deaths, as well as new policy measures and restrictions introduced and implemented. While traditional media still plays a significant role in shaping risk perception, social media can be considered even more influential. The aim of the paper is to reflect on the impact of social media exposure during COVID-19 on perceived threat and efficacy by the implementation of PMT theory through EPPM model. We point to the interaction between the EPPM model and SDT (self-determination) theory in ‘Stay at home’ behaviour. The paper ponders on the usefulness of social media in achieving better preventive results among people. Social media platforms’ immense potential in forming peoples’ opinions and risk perceptions calls for crisis communication management on the part of governments, Security and Reconnaissance staff, and policymakers. Joining forces with leading scientists from various domains, such as epidemiology, governance, economy, and psychology, should create strong, potent and persuasive content tailored to fit the social media format and healthcare protection campaigns. The news should deliver the message clearly and reliably, following the suggestions of the EPPM model standard. In the instance of the ‘Stay at home’ campaign that promotes abiding with social distancing recommendations, experts should combine appropriate images, data and information according to fear-driving model, and provide reliable guidelines concerning protective measures citizens can take to ensure safety. Apart from freight inciting strategy, propaganda should focus on educating and emphasizing the effectiveness of complying with the norm.