情感沟通：使用台湾政府 Facebook 页面对 COVID-19 疫情沟通进行的混合方法研究。
Affective communication: a mixed method investigation into COVID-19 outbreak communication using the Taiwanese government Facebook page.
机构信息
Washington University in Saint Louis, Saint Louis, Missouri, United States.
China Medical University, Taichung, Taiwan.
出版信息
Glob Health Promot. 2021 Jun;28(2):56-66. doi: 10.1177/17579759211003539. Epub 2021 May 13.
OBJECTIVES
This study examines a total of 1128 Facebook posts published by Taiwan's principal health authority from December 1, 2019 to May 31, 2020.
METHODS
Using both qualitative and quantitative approaches, this study investigates strategies used by the Taiwan government to communicate the COVID-19 outbreak and public responses toward these strategies.
RESULT
Novel uses of Facebook posts on outbreak communication were identified, including solidarity, reviews of actions, press conferences, and the use of animal and cartoon images. Quantitative results showed that the public responded significantly more frequently to messages generating positive affects, such as posts that reviewed government actions and public efforts; posts that expressed thanks, approval, or comradeship; and posts that paired text with photographs of frontline workers or cute animals.
CONCLUSION
These results suggest that, amid a disease outbreak, the public not only look for updated situations and guidelines but also for affective affirmation from government agencies.
目的
本研究分析了台湾主要卫生机构于 2019 年 12 月 1 日至 2020 年 5 月 31 日期间在 Facebook 上发布的 1128 篇帖子。
方法
本研究采用定性和定量方法，调查了台湾政府在新冠疫情爆发期间的沟通策略，以及公众对此类策略的反应。
结果
研究发现了 Facebook 帖子在疫情传播方面的新颖用法，包括团结、行动回顾、新闻发布会，以及使用动物和卡通图像。定量结果表明，公众对产生积极影响的信息的回复频率显著更高，例如对政府行动和公众努力进行回顾的帖子，表达感谢、认可或同志情谊的帖子，以及将文字与前线工作人员或可爱动物的照片搭配的帖子。
结论
这些结果表明，在疾病爆发期间，公众不仅寻找最新的情况和指导方针，还寻求政府机构的情感肯定。
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