Mazid Imran
Advertising and Public Relations Program, School of Communications, Grand Valley State University, United States.
Public Relat Rev. 2022 Nov;48(4):102223. doi: 10.1016/j.pubrev.2022.102223. Epub 2022 Jun 23.
Scholars investigated the role of social presence theory in numerous communication contexts. However, we have limited knowledge about the impact of social presence strategies on public attention during a pandemic. This study fills this gap by investigating the connections between social presence strategies, Covid-19 strategies, and public attention. Twitter data of state governments from January 21, 2020 to July 21, 2020 were downloaded for this study. Content analysis of 1500 randomly selected posts revealed that social presence strategies were effective in generating public attention on Twitter. Furthermore, expressing appreciation, providing guidance, and informing the publics about governments' actions generated public attention. Theoretical and practical implications are discussed.
学者们在众多传播语境中研究了社会临场感理论的作用。然而，我们对于大流行期间社会临场感策略对公众关注度的影响了解有限。本研究通过调查社会临场感策略、新冠疫情应对策略与公众关注度之间的联系填补了这一空白。为该研究下载了2020年1月21日至2020年7月21日期间州政府的推特数据。对随机选取的1500条推文进行的内容分析表明，社会临场感策略在推特上有效吸引了公众关注。此外，表达赞赏、提供指导以及向公众通报政府行动也吸引了公众关注。文中还讨论了理论和实践意义。
