The Multiplicity and Dynamics of Functional Crisis Memories in Crisis Communication: How Chinese Social Media Users Collectively Reconstructed SARS during COVID-19

ABSTRACT By incorporating the concept of collective memory into the field of crisis communication, this study examined crisis memories (i.e., SARS memories) that were collectively constructed on social media to help make sense of and respond to an unfolding crisis (i.e., COVID-19). From a content analysis of 4,673 Weibo posts, along with a repost network analysis of these posts, various functional crisis memories constructed by multiple users (multiplicity) and in different stages (dynamics) were identified. Our findings provide a new perspective on crisis communication and management by including crisis memories as an extended part of multivocal crisis communication. We suggest that memory narratives surrounding similar past crises can be utilized as important information and resources in crisis communication, especially during public health crises with high uncertainty and widespread effects. The theoretical and practical implications of the findings for crisis communication are discussed.