From TikTok trends to pandemic essentials: A comparative analysis of the World Health Organization's health communication strategies on TikTok
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This study comparatively examines WHO's utilization of TikTok in health communication during and after the pandemic. Employing content analysis, the research dissects WHO's TikTok account, encompassing engagement, video formats, types, message functions, characters, and emotional elements. Findings highlight WHO's dissemination of instructive and motivational content, predominantly focusing on COVID-19 and other diseases. During the pandemic, WHO educated the public on symptoms and transmission modes while issuing warnings about potential outbreaks. Animated graphics gained prominence, and healthcare professionals conveyed positive messages. Post-pandemic, posting frequency decreased, and content strategies shifted. Optimistic content, increased involvement of public figures, and targeting younger audiences through dance videos characterized this phase. © 2024, IGI Global. All rights reserved.
Açıklama
Anahtar Kelimeler
Kaynak
Transformed Communication Codes in the Mediated World: A Contemporary Perspective
WoS Q Değeri
Scopus Q Değeri
N/A
