Shooting from the hip or taking careful aim? Developing the VISTA analytic framework comparing English and Scottish visual campaigns for self-protective behaviour throughout the COVID-19 pandemic

A. Diers-Lawson, Grace Omondi, Sophie Louise Hillier
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Abstract

To address the dearth of research in visual pandemic communication, this paper proposes the VISTA framework drawing together research from visual communication, persuasion, crisis communication, and health communication to propose that effective health crisis response includes minimizing visual complexity, using strong iconography and symbolism, and effective text to accompany the visual material. The framework was applied to a cross-national comparison of the English and Scottish governments’ COVID-19 pandemic response on Twitter finding that the framework’s application provides good evidence to explain the substantially worse health outcomes across the pandemic in England compared to Scotland. The authors argue the three critical lessons learned from this analysis are that governmental pandemic communication must: (1) use clear visual branding for its pandemic response; (2) combine effective visual and text-based messaging; and (3) keep pandemic messaging positive.
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从臀部射击还是仔细瞄准?制定VISTA分析框架,比较英格兰和苏格兰在COVID-19大流行期间的自我保护行为视觉宣传活动
为了解决视觉流行病传播研究的不足,本文提出了VISTA框架,将视觉传播,说服,危机传播和健康传播的研究结合在一起,提出有效的健康危机应对包括最大限度地减少视觉复杂性,使用强大的图像学和象征主义,以及有效的文本来配合视觉材料。该框架被应用于对英格兰和苏格兰政府在推特上对COVID-19大流行的反应进行跨国比较,发现该框架的应用提供了很好的证据来解释英格兰与苏格兰相比在整个大流行期间的健康结果要差得多。作者认为,从这一分析中吸取的三个关键教训是,政府的流行病传播必须:(1)为其流行病应对措施使用清晰的视觉品牌;(2)结合有效的视觉和文本信息;(3)保持大流行信息的正面传播。
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