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Navigating the COVID-19 Health Crisis: A Content Analysis of Organizational Communication Strategies on Social Media

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  • Yuhan Wang

Abstract

The COVID-19 pandemic has posed an unprecedented threat to global health and well-being, with social media emerging as a pivotal platform for organizations to disseminate outbreak-related information swiftly, thereby shaping public risk perceptions and influencing preventive behaviours. Guided by the Crisis and Emergency Risk Communication (CERC) model, this study examines COVID-19-related content posted by organizations on Sina Weibo, focusing on the communication strategies employed and their impact on public engagement. Using content analysis and Semantic Network Analysis (SNA), a dataset of 10,996 salient Weibo posts was collected and analysed. Findings reveal that word prevalence, inter-word relationships, and the use of CERC model elements varied across different crisis stages and organization types. The analysis indicates that posts predominantly emphasized case reports, responders, governmental interventions, and positive outcomes. Furthermore, in terms of public engagement, certain content dimensions—such as requests for feedback, expressions of appreciation, and provision of detailed informational resources—were particularly effective in drawing public attention.

Suggested Citation

  • Yuhan Wang, 2024. "Navigating the COVID-19 Health Crisis: A Content Analysis of Organizational Communication Strategies on Social Media," Studies in Media and Communication, Redfame publishing, vol. 12(4), pages 311-324, December.
    • Handle: RePEc:rfa:smcjnl:v:12:y:2024:i:4:p:311-324
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    References listed on IDEAS

    as
    1. Reynolds, Barbara J., 2010. "Principles to enable leaders to navigate the harsh realities of crisis and risk communication," Journal of Business Continuity & Emergency Planning, Henry Stewart Publications, vol. 4(3), pages 262-273, July.
    2. José van Dijck & Thomas Poell, 2013. "Understanding Social Media Logic," Media and Communication, Cogitatio Press, vol. 1(1), pages 2-14.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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