Predicting Publics’ Compliance with Containment Measures at the Early Stages of COVID-19: The Role of Governmental Transparent Communication and Public Cynicism

Abstract

ABSTRACT Despite the agreement on the importance of transparency in pandemic management, few studies have provided empirical evidence to answer the question of how governmental leadership and management teams can communicate strategically in a transparent manner. Integrating public relations, strategic communication and health communication literature, this study examines the effectiveness of CDC’s transparent communication in shaping individuals’ cynicism, self-efficacy beliefs as well as their cooperation during a pandemic, while taking the moderating role of media exposure and political ideology into consideration. A quantitative online survey was conducted with 502 participants who were living in the United States in early April 2020. Results indicated that effective transparent communication could reduce public cynicism and increase public self-efficacy to fight the pandemic, which subsequently leads to more cooperative precautions. Moreover, the relationship between CDC’s transparent communication practices and perceived cynicism toward the institution was moderated by media exposure (i.e., mass media and social media) and political ideology. The findings contribute to the theoretical understanding of pandemic communication and provide implications for practitioners in pandemic management, suggesting that health institutions should guarantee high transparency levels in their communication to encourage public precautionary cooperation.