混乱沟通的框架:社交媒体上权威竞争声音的定性研究

IF 3 Q2 MANAGEMENT Administrative Sciences Pub Date : 2024-07-08 DOI:10.3390/admsci14070145
Seth J. Meyer, Kimberly Wiley
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引用次数: 0

摘要

虽然政府、非营利组织和有影响力的机构在社交媒体内容创作的资源可用性以及对公共安全、健康和福利的责任方面存在巨大差异,但它们都在与广大公众的沟通中发挥着作用。政府提供更广泛的公共利益,而非营利组织和有影响力的组织则有机会为易受社会弊病和健康危机影响的孤立社区提供服务。我们探讨了这三个内容创建者群体如何同时、独立地利用社交媒体提供关键信息。在 2022 年麻疹疫情爆发期间,我们对政府、非营利组织和有影响力人士在全美 6 个社交媒体平台上分享的 1392 篇帖子进行了定性编码。我们构建了一个框架,定义了从混乱到受控的公共卫生传播过程。研究结果表明,政府可以通过与受众信任的非营利组织和有影响力的人士合作,最重要的是对共享信息进行灵活控制,从而接触到少数群体,化解公共卫生危机。
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A Framework for Messy Communication: A Qualitative Study of Competing Voices of Authority on Social Media
While governments, nonprofits, and influencers differ dramatically in their resource availability for social media content creation and their duties to public safety, health, and welfare, all play a role in communication with the public at large. Governments provide for the broader public good and nonprofits and influencers have the opportunity to serve isolated communities vulnerable to social ills and health crises. We explore how these three content creator groups concurrently and independently use social media to provide critical information. We qualitatively coded 1392 posts by governments, nonprofits, and influencers on 6 social media platforms shared across the United States during the 2022 Mpox outbreak. We constructed a framework defining a public health communication progression from chaotic to controlled. The findings indicated that governments can reach minoritized communities to resolve a public health crisis by partnering with nonprofits and influencers trusted by these audiences and, most importantly, practicing flexible control over shared messaging.
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来源期刊
CiteScore
4.80
自引率
10.00%
发文量
151
审稿时长
11 weeks
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