Analysis of the Mexican communication plan to control the Covid-19 epidemic

This chapter uses discourse analysis to study the statements made by two main players of the Mexican government: President Andrés Manuel López Obrador and Hugo López-Gatell, the Undersecretary for Health Prevention and Promotion. This analysis also discusses the ¡Quédate en casa! audiovisual advertisement campaign and its main character: the heroine SuSana Distancia. It suggests that the government's advertisement campaigns failed to promote the importance of health care and joint responsibility among the community;this is reflected in the number of people infected and deaths in Mexico. This study is made up of six parts: the first introduces the importance of a strategic communication plan;the second discusses the frame of reference;the third describes the analysis method and the corpus study configuration;the fourth includes the results;the fifth ponders the analysis;and the sixth includes the conclusions. The main findings are that the Mexican government never had the intention of promoting the use of masks as an essential measure. Two spots taught the population how to wear a mask;however, the discourse of both the Undersecretary and the President was that wearing a mask was not an essential measure to control infections. © Springer Nature Switzerland AG 2023. All rights reserved.

Sentiment Impact of Public Health Agency communication Strategies on TikTok under COVID-19 Normalization: Deep Learning Exploration.

Aim: The accessibility of social media data has allowed researchers to measure official-public interactions during COVID-19. However, previous work analyzing official posts or public comments has failed to explore the link between the two. Therefore, this study investigates the relationship between the communication strategies of public health agencies (PHAs) on TikTok and public emotional/sentiment tendencies in COVID-19 normalization. Subject and methods: This study uses the 2022 Shanghai city closure event as a public health communication case study in the context of COVID-19 normalization, using TikTok as a data source. We first analyze the communication strategies adopted by the PHA based on the Crisis and Emergency Risk Communication (CERC) model. Then, we classify the sentiment of public comments using the Large-Scale Knowledge Enhanced Pre-Training for Language Understanding and Generation (ERNIE) pre-training model. Finally, we explore the connection between PHA communication strategies and public sentiment tendencies. Results: First, the public's sentiment tendencies differ at different stages. Therefore, appropriate communication strategies should be developed stage-by-stage. Second, the public's emotional disposition to different communication strategies varies: government statements, vaccines, and prevention and control programs are more likely to produce a friendly comment environment, while policy and new cases per day are more likely to produce unfavorable comment content. However, this does not mean that policy and new cases per day should be avoided; the judicious use of these two strategies can help PHAs understand the current issues causing public dissatisfaction. Third, videos with celebrity appearances can significantly increase positive public sentiment and, thereby, public participation. Conclusion: We propose an improved CERC guideline for China based on the Shanghai lockdown case.

From Art Image to Video/Comic-Image Learning. The Video Spot Stay at Home

From the Covid-19 health emergency entered our lives, the web continues to alleviate moments of isolation with ironic memes, photos and videos that, despite having been considered an irreverence to the masterpieces of Art and/or one of the many uses of irony to exorcise fear, they have favored the staging of video-graphic products with a strong ‘humor' component. Within these premises, in the context of graphic design, this paper will evaluate aspects as the analysis of fashion environment as expressive language of living indoor during Covid-19 pandemic;the audiovisual languages and compositional criteria for the creation and multimedia communication of a video-graphic spot on Stay at home communication campaign. The video-graphic products were analyzed on the basis of: relationship between ‘humor' message and supporting artwork;integration between image and photo-cinematography;figurative languages generative of graphic signs;duration of audiovisual spot;sound component as key to emotional reading;communication strategies. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Gender Role in Turn-taking: A Case Study of EFL Online Classroom in Higher Education

This study aims at investigating the role of gender in online classroom turn-taking. Since the Covid-19 pandemic turned the traditional classroom into an online interaction, the communication strategy of teaching-learning suddenly moved. The face-to-face classroom activity has twisted into textual computer-mediated communication. This sudden shift also influences EFL students' contact with their teachers and other students. Therefore, the discourse exchange from 4 online higher education classrooms was collected and analyzed to see how gender influences the participants' turn-taking process in an online classroom. The result revealed that the teacher selection occurred more on the teachers' side. However, the female students took more turns compared to the male student. This finding concludes that gender role still becomes one of the fruitful discussions within classroom interaction. In the end, it is hoped that this issue's finding could be an insightful input for the teacher to create more interactive classes for both male and female students. © 2022 IEEE.

Terminology Management for Social Media Communication During Covid 19 Pandemic: A Case Study with a Portuguese Higher Education Institution

The process of attracting new students is a constant challenge for Portuguese Higher Education Institutions (HEIs). It is challenging because it implies the definition of a communication strategy that uses both traditional and digital tactics to promote the institution and its educational offer. Considering the constraints resulting from the COVID-19 pandemic, HEIs had to change their strategies and, in a short period, create digital communication mechanisms to facilitate new students' access to relevant information about the institution. This paper intends thus to determine and evaluate which are the predominant factors in seeking information about a degree in business sciences, specifically regarding the Porto Accounting and Business School in Portugal. To do that, we will consider the various factors that tend to influence the decision-making process of choosing a higher education degree, namely: the institutional website, social networks (Instagram, Facebook, Twitter and YouTube), other contact mechanisms (live chat, e-mail, text messages, ZOOM videoconference) and alumni testimonials. This study will also consider the role of terminology and positive language to obtain a successful communication strategy for social media. The analysis of these factors, combined with research developed with a focus group of high school students' graduates to assess their online preferences, will allow the presentation of a digital communication proposal whose purpose is to attract and retain new students. This proposal will consider the role of a strategic terminology management approach to capture students' attention when responding to their social media preferences. This paper results from the perception that being aware of the students' online preferences and communication skills and needs is essential to enhance the quality of the digital communication that HEIs promote in social media channels, especially in a time frame as specific and multifaceted as the one that we are currently experiencing. © The Authors, (2022). All Rights Reserved. No reproduction, copy or transmission may be made without written permission from the individual authors.

Evidences of Citizens' Engagement from COVID-19 Pandemic in Italy. Health Care System' Facebook Communication

The study aims at demonstrating how social communication has changed in terms of flows and content during the COVID-19 pandemic to get to the fact that health system organizations have embarked on a path of rapprochement with the citizen that starts from the methods of communication and interaction. This article presents an exploratory and multidisciplinary study conducted through the analysis of the Facebook page of the Italian Local Health Units (LHUs) site in the areas with the highest cumulative COVID-19-induced mortality rate. The study affirms that they are in an early stage of the process both for the acquisition of skills for social communication and for the definition of a communication strategy.

Chemophobia cured by chemists: chemists as children of the Sun.

The success of chemists in the fight against COVID-19 provides us with a unique opportunity for strengthening the position of chemistry in society and suppressing chemophobia which has badly affected the image and development of chemistry over several decades. By highlighting the unique merits of chemistry in controlling infections and healing diseases, we propose developing a communication strategy "Chemists as children of the Sun". The time is ripe for chemists to take control of the story of chemistry. We believe that chemists must help the public to see chemistry in a whole new light. Only a positive perception of chemistry and the chemical profession will secure a sufficient supply of new talents, ideas, and also financial resources for the development of this unique and irreplaceable science for humanity.

Analysis of Digital Communication Strategies in Community Tourism: Case Study San Pedro of Vilcabamba

Community-based tourism is a critical part of a growing city's economy. With the arrival of COVID-19, tourism activity declined considerably, resulting in a loss of US$1.281 billion in tourism GDP. For this reason, this sector is seeking to reactivate itself by adopting the biosecurity measures recommended by the National Risk and Emergency Management Service. Given that digital communication and tourism are closely linked to project implementation, the general objective arises to analyze communication strategies in the community tourism sector of the San Pedro of Vilcabamba parish, Ecuador. A vision of the current state of community tourism in the parish was obtained, and the digital communication strategies used to promote the entrepreneurship route, an initiative that arose with the pandemic, were analyzed. It was determined that the parish uses digital communication strategies, although they are unaware of their application, triggering a lack of preparation in digital communication, mainly due to the lack of personnel in this area. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Digital and Language Inequalities in Disseminating COVID-19-Related Health Campaigns in Uganda: The Effects of Confinement and Social Distancing Strategies

This article unveils existing gaps in the use of digital technologies and local languages in the context of official COVID-19 pandemic communication strategies in Uganda. It entails an analysis of a purposively drawn sample of official COVID-19 communication from the Ministry of Health through its website, notably in English and translations into few native Ugandan languages, to argue for the need for a more diverse and inclusive language strategy in pandemic containment and prevention communication strategy. Interviews were also held with a convenient sample of Ugandans from diverse ethnolinguistic and socio-demographic backgrounds to explore the way in which social distancing, a dominant strategy used in COVID-19 infection prevention control was understood by sections of the population and factors influencing their understanding, acceptance or rejection of this strategy. Discursive thematic analysis was employed to examine the ways in which important public health information and strategies aimed at controlling the spread of COVID-19 are communicated to the culturally and linguistically diverse Ugandan population. The study critically analyses the implications of the cultural interpretations and multiple meanings of strategies such as social distancing and the use of sanitizers amongst a linguistically and socio-economically diverse population. The study argues that local languages, including specialist languages such as braille and sign language play a pivotal role in spreading information and raising awareness about the current global pandemic. It highlights the need to create an inclusive, responsible and ethical mass media and internet communication and content in local Ugandan languages in addition to English which is the official language. © 2022, IFIP International Federation for Information Processing.

How public health agencies communicate with the public on TikTok under the normalization of COVID-19: A case of 2022 Shanghai's outbreak.

Objective: As life with COVID-19 became a norm in 2022, the public's demand for and perception of COVID-19-related information has changed. This study analyzed the performance and responses of Healthy China and the public at various stages of COVID-19 normalization using the crisis and emergency risk communication (CERC) theory. Methods: This study was based on the 2022 Shanghai COVID-19 outbreak and data from "Healthy China," the official TikTok account of the National Health Commission of the People's Republic of China (NHCC). First, we divided the Shanghai lockdown into five stages in accordance with the CERC. Second, the videos released by Healthy China were open-coded. Third, to understand the distribution of strategies across the stages, we used counts and percentages to summarize the categorical variables. Fourth, we investigated the distribution of public participation indicators using descriptive statistical analysis. Finally, the relationship between stage and communication strategy was examined using the chi-square test and negative binomial regression. Results: (1) Healthy China adopted a more flexible approach to communication strategies; (2) new cases per day was the commonly used substrategy for uncertainty reduction; (3) there was a significant difference in the strategies used by Healthy China at different stages; (4) public participation was highest in the pre-crisis period; and (5) the stage had a significant positive impact on the number of views, favorites, likes, and shares. Conclusions: This research provides insight into effective communication strategies for the government or public health agencies to employ during COVID-19 normalization.

The CHSE Program during the Covid-19 Pandemic in the Hospitality and Restaurant Business in Bandung and Its Surroundings

Introduction: The Cleanliness, Healthy, Safety, Environment Sustainability (CHSE) program is a program from the Ministry of Tourism and Creative Economyof the Republic of Indonesia (Kemenparekraf)which aims to save the tourism and creative economy sectors during the Covid-19pandemic. Objective and Methodology: Thestudyattemptedtoexplainthestrategyofsocializingandimplementing CHSEprograminthehotelandrestaurantindustrybythegovernmentasaformofindustrialandeconomic recovery due to the COVID-19 pandemic. The method used a case study with data collection through interviews and FGD with institutions developing strategy, namely Kemenparekraf, business actors, and Indonesian Hotel and Restaurant Association (PHRI)in Bandung and its surroundings. Thenumberofkey-informants becoming the source of research data was 11people. Result and Recommendation: The results of this study concluded that the socialization of CHSE program requires a direct communication strategy by the government in stages in an effort to build stakeholder understanding and encourage implementation and standardization of its application. The communication strategy to encourage the implementation of CHSE to support adoption and response to certification requires a G-to-G meeting between the government and PHRI. In addition, it requires the efforts of online media, social media and hotel internal media-based platforms that introduces CHSE to hotel guests. All of theseeffortsresultedinapositiveresponsefrombusinessactors.However, this socialization effort requires a vaccination program to improve comfort and safety and loosen mobility by reducing the tightness of people'smovements. Copyright © 2022, Anka Publishers. All rights reserved.

Netflix's communication strategy on Twitter and Instagram during the unlock in Spain: humour, proximity and information

The Covid-19 pandemic and the arrival of Disney + marked the second quarter of 2020 in the Spanish audiovisual market. Thus, the period of home confinement among the Spanish population coincided with the irruption of the new streaming service of one of the best-known and most loved brands worldwide. However, Netflix was the most consumed SVoD during this period. The objective of this research is to find out what the Californian company has done in communicative terms as a market leader and in the face of the need to adapt to the new circumstances of its audiences. The results show how Netflix Spain has integrated COVID-19 in its social media strategy in the pass between the lockdown and maximum consumption to a progressive lessening of social restrictions. The content analysis of Twitter and Instagram found 121 messages regarding pandemic (from a total of 1380). Netflix employed Twitter to connect with its audiences with humor, proximity and information, using taboos in the hardest moments, and an increased frequency of publications as the health situation improved. On the contrary, on Instagram there was no specific strategy, but imitation of the practices on Twitter and scarce references to COVID. Besides, there has been an evolution of the messages more or less parallel to the public health changes, choosing a strategy of proximity with the users, and with a communication closer to an influencer rather than a company. Copyright © 2022 (Fernández-Gómez, Martín-Quevedo, Feijoo Fernández).

COMMUNICATION STRATEGY IN MANAGING ANXIETY AND UNCERTAINTY DURING THE COVID-19 TESTS IN INDONESIA

COVID-19 haunts people's lives, especially participants of the COVID-19 swab test in Indonesia. This study aimed to describe the communication strategy carried out by COVID-19 swab test participants in managing anxiety, the uncertainty of information, and finding patterns of communication networks while waiting for laboratory test results. This study was conducted qualitatively;data was collected with a semi-open questionnaire through social media networks with the google form applcation on 61 informants of the COVID-19 swab test participants in Indonesia. Furthermore, the data was analyzed using the flow model and UCINET-NetDraw software. As a result of the study, a few communication strategies were recommended by COVID-19 swab test participants in managing anxiety and uncertainty namely: first, transcendental communication strategy by approaching and praying to God;second, phatic communication strategy to build personal communication that has an impact on feelings of pleasure;third, a communication strategy built with the pattern of interpersonal networks with the closest people. Parents and friends played an important role in helping participants manage anxiety. Furthermore, general practitioners provided health information to their patients. These three communication strategies helped increase the body's immunity when sick and develop humanistic communication patterns in the health sector. © 2022 Conscientia Beam. All Rights Reserved.

Presidential communication approaches and the impact on public health: a comparative analysis of three South African presidents' communication on AIDS and COVID-19.

The HIV response in the African continent over past decades demonstrates the potency that the words and actions of political leaders have in either expediting or impeding the implementation and adoption of preventive measures at the individual and community levels. The article explores the health communication approaches employed by two South African past presidents (Thabo Mbeki and Jacob Zuma) in responding to the HIV epidemic, and contrasts these with the communicative approach of President Cyril Ramaphosa during the COVID-19 pandemic. Approached from this understanding, this article provides a comparative analysis of the communication approaches of these three presidencies across the two pandemics, and considers the variously trusted sources of top-down, government-driven and bottom-up, community-informed approaches to health communication. Critical lessons that emerged in South Africa during the HIV epidemic regarding the need to include communities in communicating about risks and behaviour change have not been adopted into the COVID-19 response. Political leaders are not best placed to communicate about these issues, and, in the context of pandemics, there is a clear need to reconsider top-down communication approaches that are designed without the participation of communities and ignore the interconnected nature of health and other social determinants of health.

Evaluating Intertwined Effects of Emoji and Message Framing to Vaccine Communication Strategy

Under the circumstance of continuous variation of COVID-19 virus, verified the temporariness of the vaccines made by various countries. One cannot expect permanent protection by accepting only one dose of vaccine. In order to prepare and respond to the pandemic, many countries are applying different strategies to increase vaccination rates. The WHO appeals to the world to take the vaccine booster shot for community immunity. Relevant authorities then have to provide and spread visual health messages on the booster shot to keep the public informed. This study examine how unofficial organizations can guide and persuade people to adopt relevant health actions more effectively (such as continuous vaccination) by introducing emoji with different emotional valences in different message framing. An online experiment adopted a 2 (emoji: positive versus negative) × 2 (message framing: gain framing versus loss framing) design to investigate the effects of contrary emoji on people’s self-efficacy to continuously take the booster shot. In total of 240 university students were recruited to participate in this study. Within two types of message framing, the experiment simulated 4 pieces of health messages on the COVID-19 booster shot released by an unofficial organization, together with emoji of two emotional valences. The results showed that health messages with negative emoji result in stronger self-efficacy to user. Moreover, there is an interaction effect between emoji and message framing on self-efficacy. This study is intended to provide meaningful insights for health communicators, visual designers and health practitioners concerned. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

The COVID-19 Normalization Process for Turkish Nations in terms of Health Communications: The Case of Turkiye, Azerbaijan, and the Turkish Republic of Northern Cyprus

This study aims to determine how the health ministries of Turkiye, Azerbaijan, and the Turkish Republic of Northern Cyprus (TRNC) formed health communication strategies through their official Twitter accounts dur ing the normalization process COVID-19 pandemic. Within the scope of the research, based on the date when the normalization process of Turkiye, Azerbaijan, and the TRNC started, one-month Twitter posts were analyzed by the thematic analysis method. The study was diagnosed with the 2020.03 version of the Maxqda program. The findings determined that although the three countries struggled with the COVID-19 pandemic in line with different strategies, health ministries shared the public awareness and awareness in the normalization process of this global pandemic. The most shared content in all three countries is the COVID-19 Table, including the daily number of cases. When examining the impact and transformation of Twitter content based on the epidemic, the Republic of Turkiye has the most comprehensive range about the pandemic, followed by Azerbaijan and the Turkish Republic of Northern Cyprus. As a result, the pandemic affects the official Twitter account shares of the Ministry of Health in all three countries.

"Just Not Together": The Experience of Videoconferencing for People with Aphasia during the Covid-19 Pandemic

People with language impairments, such as aphasia, use a range of total communication strategies. These go beyond spoken language to include non-verbal utterances, props and gestures. The uptake of videoconferencing platforms necessitated by the Covid-19 pandemic means that people with aphasia now use these communication strategies online. However, no data exists on the impact of videoconferencing on communication for this population. Working with an aphasia charity that moved its conversation support sessions online, we investigated the experience of communication via a videoconferencing platform. We report a study which investigated this through: 1) observations of online conversation support sessions;2) interviews with speech and language therapists and volunteers;and 3) interviews with people with aphasia. Our findings reveal the unique and creative ways that the charity and its members with aphasia adapted their communication to videoconferencing. We unpack specific, novel challenges relating to total communication via videoconferencing and the related impacts on social and privacy issues. © 2022 ACM.

Communication in Third Spaces as a Factor of Agenda Building

"Third spaces"are considered as online public places where ordinary citizens communicate on everyday topics, thus being an actor of agenda-building without any political intermediaries - leaders, parties, or social movements. To identify the most significant issues of informal political talk in everyday online spaces, we conducted a quantitative content analysis of posts published in Vk.com communities "Overheard"in 15 Russian cities over the last two years. The results of this study indicate that most conversations are non-political;however, third spaces shape social norms and rules of behavior, including those during the COVID-19 pandemic. © 2022 IEEE.

The Construction of Communicative Space: The Nature of COVID-19 Information in Italy

The monopolistic role played by the pandemic offers a lens through which we can observe how the digital environment is reshaping the entire communicative space. Starting from Bourdieu’s concept of the “journalistic field”, what we now have is a situation in which the voices of journalists and of the public sector’s communicators are flanked by those of several other actors, who together are creating a polyphonic, multidimensional communicative space. Thanks to their communicative resources, they take on a unique role and position in the communicative space. Based on these premises, the present work aims to empirically explore how 10 different main actors within the sphere of public debate managed their communication strategies on Facebook during the Italian lockdown. In order to test the theoretical framework proposed here, we analyze 6 different kinds of communicative resource: reputational, institutional, professional, argumentative, performative and relational ones. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Market Segmentation in the Film Industry Based on Genre Preference: the Case of Millennials

One of the industries that has been hit the most by the Covid-19 is the film industry. Practitioners and experts in the field are in need to better understand the changed consumers and their new behaviour so that they can adequately communicate with them. The population segment which attracts the most attention are the Millennials due to the fact they have a high level of self-interest, they mix streaming services, and their purchase intention building is much slower compared to other generations. This study aimed to propose a segmentation approach in the film industry based on genre preference. To verify the proposed approach, an online survey on consumer habits and attitudes towards different elements of film marketing mix was conducted at the beginning of the Covid-19 lockdown in Serbia. Upon that, biclustering algorithm was employed to segment the respondents. Finally, similarities and differences between retained segments were explored, which provided insights on which elements of film (elements of product, Word of Mouth, Frequency of consumption, and elements of promotion) respondents pay attention to based on their genre preference. The observed similarities and differences led to the creation of tailored communication strategies for each segment, which could improve the effectiveness of marketing activities in the film industry during the Covid-19 era, and could be extended in the post-Covid era. © 2022, Kauno Technologijos Universitetas.