Challenges in Tackling COVID-19: Use of the Mass Media versus Interpersonal Channels in Pakistan

ABSTRACT

This study aimed to investigate the influence of mass media and interpersonal communication channels in the adoption of preventive measures against the Covid-19 pandemic (coronavirus). The study hypothesises that higher exposure to media content increases interpersonal communication and increased interpersonal communication is positively associated with the adoption of preventive behaviour. To test this hypothesis, this study used a quantitative research technique employing a survey method. The results, when assessed through Pearson correlation, elaborated that there was a stronger association between media exposure and increased interpersonal communication and the adoption level of Covid prevention measures. The result of the thematic analysis revealed that interpersonal communication was an important contributor towards changing behaviour. Hence, the two-step flow of communication showed strong support for accepting the role of interpersonal communication alongside the mass media. This study findings provide insights to communicators and planners for devising different communication strategies for combating the pandemic.