دانلود مقاله مشارکت دادن کاربران رسانه های اجتماعی با پیام های نگرشی
چکیده
مقدمه
مروری بر مطالعات پیشین
چارچوب تحلیلی و توسعه سوالات تحقیق
روش
یافته ها
بحث
مفاهیم، محدودیت ها و مطالعات بیشتر
منابع
Abstract
Introduction
Literature review
Analytical framework and development of research questions
Method
Findings
Discussion
Implications, limitations and further studies
References
چکیده
برای مقابله با همه‌گیری COVID-19، اقدامات سیاستی مختلفی همراه با ارتباطات بحران بهداشتی در چین برای جلب مشارکت مردم اتخاذ شد. در این مطالعه، ما بررسی کردیم که People's Daily چگونه پیام‌های COVID-19 را در Weibo مخابره می‌کند. با تکیه بر چارچوب ارزیابی، ما یک روش ترکیبی سه مرحله ای را برای مطالعه 400 پست COVID-19 برای شناسایی منابع نگرش به کار گرفته شده و ارتباط آنها با مشارکت عمومی ایجاد کردیم. دریافتیم که پست‌های نگرشی جذاب‌تر از پست‌های غیر نگرشی بودند. قضاوت، چه مثبت و چه منفی، به طور مثبت با مشارکت عمومی مرتبط بود، در حالی که استفاده از تأثیر مثبت و قدردانی می‌تواند بی‌اثر باشد. این یافته ها به درک چگونگی افزایش مشارکت عمومی در رسانه های اجتماعی از طریق استفاده از پیام های نگرشی در شرایط اضطراری بهداشتی کمک می کند.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
To cope with the COVID-19 pandemic, various policy measures accompanied by health crisis communication were adopted in China to engage publics. In this study, we investigated how People’s Daily communicated COVID-19 messages on Weibo. Drawing on the Appraisal Framework, we developed a three-stage mixed method approach to study 400 COVID-19 posts to identify the attitude resources employed and their association with public engagement. We found that attitudinal posts were more engaging than non-attitudinal posts. Judgment, both positive and negative, was positively associated with public engagement, whereas the use of positive Affect and Appreciation could be ineffective. These findings contribute to the understanding of how public engagement on social media can be enhanced through the use of attitudinal messages in health emergencies.
Introduction
The COVID-19 pandemic presents an acute health crisis worldwide. After the first confirmed case in Wuhan, China, in December 2019, COVID-19 quickly spread within the country and to neighboring areas and beyond. On 11th March 2020, the World Health Organization (2020a) declared COVID-19 a pandemic. By 19th June 2021, there were over 177 million confirmed cases, resulting in 3 million deaths worldwide (World Health Organization, n.d.). According to U.N. Secretary-General Antonio Gutteres, the devastation and ongoing threat caused by COVID-19 amount to the worst crisis that the world has faced since World War II (Lederer, 2020). As the first country hit by the COVID-19 pandemic, China responded with large-scale non-pharmaceutical interventions, such as strict lockdown, travel restrictions, and face-mask wearing (SCIO, 2020c). For such interventions to be successful, effective messaging is needed to foster public trust and enhance the willingness to participate (World Health Organization, 2005, World Health Organization, 2020b). It follows that an important communication goal during crises is public engagement (Landi et al., 2021), which involves the solicitation of public response and participation (e.g., public feedback, input, and opinion) beyond one-way information delivery from the sender (Chen et al., 2020, Rowe and Frewer, 2005).
Implications, limitations and further studies
The first important implication for future health crisis communication is that using attitude resources in the sender’s discourse has an impact on engaging publics by generating more public responses. In particular, the role of attitudes in promoting ‘shares’ on social media merits special attention because such an action is an indicator of the awareness of the information and advocacy for it to spread. The latter is especially important in health crisis communication. These attitudes can be designed to combine a variety of emotional reactions, behavioral judgments, and object/event evaluations, appraising the crisis management effort and the people, organizations, and countries involved.