Wu Ting, Yu Guang
School of Management, Harbin Institute of Technology, Harbin 150001, China.
Behav Sci (Basel). 2024 Oct 1;14(10):885. doi: 10.3390/bs14100885.
Major global public health emergencies face unprecedented challenges, such as an infodemic and scientific disputes, and governments especially need to implement fast and effective crisis communication. Firstly, this paper takes the Elaboration Likelihood Model as a framework and constructs a crisis communication persuasion effect evaluation method with emotion analysis. Secondly, this paper takes the crisis communication at the beginning of the COVID-19 outbreak in China as an example and examines the persuasive effects of the peripheral route, represented by medical experts, and the central route, represented by mainstream media. This study finds that the peripheral route of persuasive communication can quickly establish communication trust and quickly change the public's peripheral attitude, but the persuasive effect is unstable. The central route of persuasive communication demonstrates a significantly positive, stable, and anti-interference persuasive effect. Dual-subject persuasion is an important strategy for controlling an outbreak by rapidly establishing communication trust, combating an infodemic, boosting public confidence, and popularizing medical knowledge. This study evaluates the persuasive effects of crisis communication in the early stages of the COVID-19 outbreak in China, hoping to provide valuable practical references for crisis communication during the outbreak in future global public health emergencies.
重大全球突发公共卫生事件面临着前所未有的挑战，如信息疫情和科学争议等，各国政府尤其需要开展快速有效的危机沟通。首先，本文以精细加工可能性模型为框架，构建了一种融入情感分析的危机沟通说服效果评估方法。其次，本文以中国新冠疫情初期的危机沟通为例，考察了以医学专家为代表的外周路径和以主流媒体为代表的中枢路径的说服效果。研究发现，说服性沟通的外周路径能够迅速建立沟通信任，快速改变公众的外周态度，但说服效果不稳定。说服性沟通的中枢路径则呈现出显著正向、稳定且抗干扰的说服效果。双主体说服是通过迅速建立沟通信任、抗击信息疫情、增强公众信心以及普及医学知识来控制疫情爆发的重要策略。本研究评估了中国新冠疫情初期危机沟通的说服效果，希望能为未来全球突发公共卫生事件爆发期间的危机沟通提供有价值的实践参考。
