Department of Educational Sciences, Psychology, Communication, University of Bari Aldo Moro, 70122 Bari, Italy.
Int J Environ Res Public Health. 2023 Mar 1;20(5):4424. doi: 10.3390/ijerph20054424.
In the climate of great uncertainty characterizing the COVID-19 pandemic, health communication played a significant role: several communicative strategies and channels were used to inform, educate and alert. Entropy-related risks were soon translated into the "infodemic", a wide-spread phenomenon with psychosocial and cultural roots. Therefore, new challenges for public institutions occurred: public health communication, especially expressed through advertising and audiovisual spots, was engaged to offer key support in combatting the disease, mitigating its effects and supporting health and psychological wellbeing. This work aims to investigate how the Italian public institutions addressed those challenges by employing institutional spots. We tried to answer two main research questions: (a) in line with the literature concerning persuasive communication, what were the main variables that social advertising concerning health attitudes and behaviors relied on; and (b) how the different variables were combined to propose specific communicative pathways following both the different waves/phases of the COVID-19 pandemic and the elaboration likelihood model. To answer these questions, 34 Italian spots were analyzed by means of qualitative multimodal analysis (including scopes, major narratives themes, central and peripheral cues). The results enabled us to individuate different communicative pathways, oriented by inclusivity, functionality and contamination, in line with different rounds as well as with the holistic configurations of cultural narratives, central and peripheral cues.
在 COVID-19 大流行的高度不确定环境下，健康传播发挥了重要作用：采用了多种传播策略和渠道来提供信息、教育和警示。与熵相关的风险很快就转化为“信息疫情”，这是一种具有心理社会和文化根源的广泛现象。因此，公共机构面临新的挑战：公共卫生传播，特别是通过广告和视听广告进行的传播，被用于为抗击疾病、减轻其影响以及支持健康和心理健康提供关键支持。本研究旨在通过使用机构广告来探讨意大利公共机构如何应对这些挑战。我们试图回答两个主要研究问题：(a) 根据有关说服性传播的文献，与健康态度和行为相关的社会广告主要依赖哪些变量；以及(b) 不同变量如何结合，以根据 COVID-19 大流行的不同波次/阶段和详尽可能性模型提出具体的传播途径。为了回答这些问题，我们对 34 个意大利广告进行了定性多模态分析（包括范围、主要叙事主题、中心和外围线索）。结果使我们能够确定不同的传播途径，这些途径以包容性、功能性和传染性为导向，与不同轮次以及文化叙事、中心和外围线索的整体配置一致。
