Feasibility of comics in health communication: Public responses to graphic medicine on Instagram during the COVID-19 pandemic

The COVID-19 pandemic has called for effective health communication strategies to better protect the public’s well-being, particularly over social media. Among various strategies, health-related comics, referred to as ‘graphic medicine’, were circulated on social media to communicate public health information and to share individuals’ struggles with mental health. Despite a growing body of research in the field of graphic medicine, studies on public responses to graphic medicine are rare, leaving a gap in understanding the feasibility of these comics for effective health communication over social media. To address this gap, this study focused on Instagram audience responses to graphic medicine posts related to the COVID-19 pandemic that were circulated on the platform. It used qualitative content analysis to study 334 comments on eleven comics related to mental health and 159 comments on ten comics related to vaccination. Findings evidence the feasibility of graphic medicine as a tool for health communication relating to showing empathy, contributing personal experiences and knowledge and understanding and elaborating on health-related knowledge, what we refer to as ‘health literacy’. Empirical implications of health communication through graphic medicine are discussed alongside the similarities and differences found in the comments relating to these two distinct COVID-19 issues.