The influence of photographs, music and comedy in Instagram coronavirus messages on adult preventive habits

Abstract

Coronaviruses have been in existence for over five decades – shaking and taking lives around the world. COVID-19 is similar to others in this regard, but different because it has had a more global impact, causing more deaths than previous life-threatening viruses. In order to reduce deaths and curtail the virus, different communication forms are being used in various countries. Hinged on the agenda-setting and the individual differences theories of media, this study analyses the use of photographs, comedy and music in communicating coronavirus messages on Instagram, the influence of these messages on preventive measures and the attitude of Nigerian citizens to prevention tips based on the content of the messages. Using mixed method of qualitative content analysis and survey, 120 Instagram COVID-19 messages from sixteen social media skit creators/influencers were analysed. Responses of 247 survey respondents, mostly from South West Nigeria, were used to examine the influence of these messages on citizens’ preventive habits. Results of the study reveal that different methods including pictures, comedy, music, satire and spoken words were used in communicating coronavirus messages and preventive tips on Instagram. However, music, comedy, photograph and short film messages gained more attention and responses from citizens. Citizens identified them as helpful in cultivating preventive habits because these messages were easier to remember and they gave detailed explanations of prevention habits citizens should adhere to in order to curtail the spread of coronavirus. Media should therefore continue to use different strategies, especially music, comedy, photographs and short films, to reach citizens.