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"Here's what you can do to stop the spread": Frames and mobilizing information in CDC's social media messages during the COVID-19 pandemic.

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Title: "Here's what you can do to stop the spread": Frames and mobilizing information in CDC's social media messages during the COVID-19 pandemic.
Authors: Park, Seulgi (AUTHOR) spark39@albany.edu, Lin, Lin (AUTHOR), Khurana, Pallavi (AUTHOR)
Source: Communication Quarterly. Nov/Dec2024, Vol. 72 Issue 5, p521-545. 25p.
Subject Terms: *COVID-19 pandemic, *Content analysis, *Social media, Evidence gaps, Frames (Social sciences)
Abstract: Although there is a body of research on message frames and mobilizing information (MI), not enough attention has been paid to whether public health organizations are benefiting from the research in their social media messages during a public health crisis. To fill this research gap, this study aimed to examine how the CDC in the U.S. used gain and loss frames and MI in their Instagram posts about COVID-19 prevention and whether the use of such message strategies changed throughout the pandemic. A mixed-methods content analysis of a sample of 565 posts showed that the CDC overwhelmingly relied on gain frame, interactive MI, and tactical MI as their message strategies. The use of frames and MI was mostly consistent throughout the pandemic, although the target behavior changed. The supplemental analysis also revealed that loss-framed or gain- and loss-framed messages led to more user engagement. The findings highlighted the need for an evidence-based approach in social media messages by public health organizations. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]
Copyright of Communication Quarterly is the property of Eastern Communication Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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  Data: "Here's what you can do to stop the spread": Frames and mobilizing information in CDC's social media messages during the COVID-19 pandemic.
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  Data: <searchLink fieldCode="AR" term="%22Park%2C+Seulgi%22">Park, Seulgi</searchLink> (AUTHOR)<i> spark39@albany.edu</i><br /><searchLink fieldCode="AR" term="%22Lin%2C+Lin%22">Lin, Lin</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Khurana%2C+Pallavi%22">Khurana, Pallavi</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Communication+Quarterly%22">Communication Quarterly</searchLink>. Nov/Dec2024, Vol. 72 Issue 5, p521-545. 25p.
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  Data: *<searchLink fieldCode="DE" term="%22COVID-19+pandemic%22">COVID-19 pandemic</searchLink><br />*<searchLink fieldCode="DE" term="%22Content+analysis%22">Content analysis</searchLink><br />*<searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br /><searchLink fieldCode="DE" term="%22Evidence+gaps%22">Evidence gaps</searchLink><br /><searchLink fieldCode="DE" term="%22Frames+%28Social+sciences%29%22">Frames (Social sciences)</searchLink>
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  Label: Abstract
  Group: Ab
  Data: Although there is a body of research on message frames and mobilizing information (MI), not enough attention has been paid to whether public health organizations are benefiting from the research in their social media messages during a public health crisis. To fill this research gap, this study aimed to examine how the CDC in the U.S. used gain and loss frames and MI in their Instagram posts about COVID-19 prevention and whether the use of such message strategies changed throughout the pandemic. A mixed-methods content analysis of a sample of 565 posts showed that the CDC overwhelmingly relied on gain frame, interactive MI, and tactical MI as their message strategies. The use of frames and MI was mostly consistent throughout the pandemic, although the target behavior changed. The supplemental analysis also revealed that loss-framed or gain- and loss-framed messages led to more user engagement. The findings highlighted the need for an evidence-based approach in social media messages by public health organizations. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Communication Quarterly is the property of Eastern Communication Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/01463373.2024.2392560
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        Text: English
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      – SubjectFull: COVID-19 pandemic
        Type: general
      – SubjectFull: Content analysis
        Type: general
      – SubjectFull: Social media
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      – SubjectFull: Evidence gaps
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      – SubjectFull: Frames (Social sciences)
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      – TitleFull: "Here's what you can do to stop the spread": Frames and mobilizing information in CDC's social media messages during the COVID-19 pandemic.
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              Text: Nov/Dec2024
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              Y: 2024
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