From TikTok trends to pandemic essentials: A comparative analysis of the World Health Organization's health communication strategies on TikTok

Basit Öğe Kaydı
dc.authorscopusid58855395100
dc.authorscopusid58855411400
dc.contributor.authorMeriç, E.
dc.contributor.authorÇakici, Z.
dc.date.accessioned2024-07-18T20:17:29Z
dc.date.available2024-07-18T20:17:29Z
dc.date.issued2023
dc.description.abstractThis 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.en_US
dc.identifier.doi10.4018/979-8-3693-0896-7.ch001
dc.identifier.endpage23en_US
dc.identifier.isbn9798369308974
dc.identifier.isbn9798369308967
dc.identifier.scopus2-s2.0-85183676362en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage1en_US
dc.identifier.urihttps://doi.org/10.4018/979-8-3693-0896-7.ch001
dc.identifier.urihttps://hdl.handle.net/11411/6578
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofTransformed Communication Codes in the Mediated World: A Contemporary Perspectiveen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleFrom TikTok trends to pandemic essentials: A comparative analysis of the World Health Organization's health communication strategies on TikToken_US
dc.typeBook Chapteren_US

Dosyalar

Koleksiyon

Scopus Indexed Publications