Analysis of Posters for Informing the Population via Social Media during Covid-19: Ukrainian Network

Abstract

Objective. This study aims to determine the extent to which psycholinguistic variables are included in the analysis of the quality of directive posters on social media during Covid-19. Methods. The methods used in the study include analysis of the relevant scientific literature on the identification of psycholinguistic categories and variables relevant to the study; expert assessment of qualitative parameters of posters published on Facebook by official organizations; methods of descriptive statistics. Results. The analysis of 298 unique works conducted through Ukrainian network on Facebook revealed that the overall average quality of the publications is on the borderline between medium and high levels – 69.3% (by text parameters – 70.0%, graphic parameters – 68.6%). Conclusions. The study revealed that psycholinguistic variables such as readability, imageability, concreteness, conceptual familiarity, semantic size, name agreement, image agreement, visual complexity, typicality, image variability, authenticity of texts, processing fluency, etc. penetrate deeply related research on the creolized texts in various forms and interpretations. The quality of the posters on Facebook made by the official institutions operating in the field of health care is at the borderline between medium and high levels. These indicators are most in need of improvement on text parameters such as “Emphasis” and “Call to action”, as well as on graphical parameters such as “Presence of interactive graphic links” and “Understandability of illustration message without text”.