Vijaykumar Santosh, Meurzec Rianne Wally, Jayasundar Karthikayen, Pagliari Claudia, Fernandopulle Yohan
Department of Psychology, Northumbria University, UK.
School of Computer Science and Engineering, Nanyang Technological University, Singapore.
J Am Med Inform Assoc. 2017 Nov 1;24(6):1155-1159. doi: 10.1093/jamia/ocx028.
In 2016, Singapore grappled with one of the largest Zika outbreaks in Southeast Asia. This study examines the use of Facebook for Zika-related outreach by the Ministry of Health (MOH) and the National Environmental Agency (NEA) from March 1, 2015, to September 1, 2016, and public response to this effort. Despite nearly equivalent outreach, MOH's Facebook posts received more likes (µ = 3.49) and shares (µ = 30.11), whereas NEA's posts received more comments (µ = 4.55), with NEA posting mostly on prevention (N = 30) and MOH on situational updates (N = 24). Thematic analyses identified prevention-related posts as garnering the most likes (N = 1277), while update-related posts were most shared (N = 1059) and commented upon (N = 220). Outreach ceased briefly for 2 months after Singapore's first imported case of Zika, but increased following the outbreak of locally transmitted cases in August 2016. Public engagement was significantly higher during Zika compared with prior haze and dengue outbreaks. The results indicate the value of Facebook as a tool for rapid outreach during infectious disease outbreaks, and as a "listening" platform for those managing the situation. We discuss implications for public health communication research and policy.
2016年，新加坡应对了东南亚规模最大的寨卡疫情之一。本研究考察了2015年3月1日至2016年9月1日期间新加坡卫生部（MOH）和国家环境局（NEA）利用脸书开展寨卡疫情相关宣传工作的情况，以及公众对此项工作的反应。尽管宣传力度几乎相当，但卫生部脸书帖子获得的点赞数（均值=3.49）和分享数（均值=30.11）更多，而国家环境局的帖子获得的评论数（均值=4.55）更多，国家环境局的帖子大多是关于预防措施（共30条），卫生部的帖子则是关于疫情形势更新（共24条）。主题分析发现，与预防相关的帖子获得的点赞数最多（1277条），而与疫情形势更新相关的帖子被分享（1059条）和评论（220条）的次数最多。在新加坡出现首例输入性寨卡病例后，宣传工作暂停了2个月，但在2016年8月本地传播病例爆发后有所增加。与之前的雾霾和登革热疫情相比，寨卡疫情期间公众的参与度显著更高。研究结果表明，脸书作为传染病爆发期间快速开展宣传工作的工具，以及作为疫情应对者的“倾听”平台具有重要价值。我们讨论了本研究对公共卫生传播研究和政策的启示。
