Abstract
This study investigated the character of COVID-19 prevention
information of Centers for Disease Control and Prevention (CDC)
Twitter account and its impact on online engagement based on
Framing theory, Extended Parallel Process Model (EPPM), and
Reactance theory. The current study analyzed the content of
tweets from the CDC Twitter account quantitatively and
qualitatively. A census of the tweets from CDC (N1=201) and
comments on the sample of these tweets (N2=100) were collected
and subsequently coded. Results showed that COVID-19
prevention information was more gain-framed appeals than lossframed. The number of comments, retweets, and likes were found
to be highly and positively related to each other. Messages of
more efficacy elements, rather than messages originality, in the
tweets led to more online engagement. However, even the
efficacy elements of the tweets of CDC account instigated online
engagement, almost half of the comments from these tweets
showed reactance. The theoretical implications were discussed, as
well as limitations and suggestions for future research.
Fanbin Zeng. (2021) Character of COVID-19 Prevention Information of CDC and its Impact on Online Engagement, Journal of Media Studies, Volume-36, Issue-1.
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