JMIR Publications

ABSTRACT

Background:

Effective risk communication about the outbreak of a newly emerging infectious disease in the early outbreak stage is challenging but critical for managing public anxiety and particularly promoting behavioural compliance. China has experienced the unprecedented epidemic due to the outbreak of the coronavirus infection 2019 (COVID-19) in an era when social media has fundamentally transformed information production and consumption patterns.

Objective:

This study retrieved data from a major social media platform in China, Sina Weibo, to examine public responses to and government’s engagement in communications about COVID-19 during the early epidemic stage.

Methods:

We retrieved and screened Weibo data relevant to COVID-19, from December 1, 2019 to January 31, 2020. Government engagement in communications about COVID-19 on social media was evaluated using an engagement index calculated by aggregating main engagement metrics: Likes, Comments, Shares and Followers; to posts delivered by government accounts. Content analyses were conducted for a random subset of 644 posts from personal accounts, and 274 posts from 10 relatively more active official accounts of government agencies and the National Health Commission of China, to identify major thematic categories in online discussions. Chi-square for trend examined how proportions of thematic categories changed by time within the study timeframe.

Results:

Temporal change of daily numbers of Weibo posts was aligned with daily numbers of newly confirmed cases of COVID-19 and government announcements of situation update and control actions. The accounts of government agencies generally had low engagement with online users in the communication about COVID-19. Some municipal health commissions from health sector and public safety organizations (e.g., police and fire service departments) from non-health sector were found to be relatively more active in risk communication. The content analysis showed that government agencies mainly used social media to inform public about the epidemic situation, general knowledge of the new disease, policies, guidelines and government actions, and advise on preventive measures, despite a slight increase in post proportion of showing empathy to affected people and appreciation to health care workers as the epidemic evolved. Posts created by personal accounts more likely showed empathy to affected people and blame others who put individuals at risk and government failure with an increasing trend as the epidemic evolved. Conclusion: Social media data can be used as a sentinel to understand public responses to policy changes and risk perceptions during the early epidemic stage. The Chinese government mainly used social media to provide knowledge and information to the general public. As the epidemic evolved, the government may adopt a more empathic style in risk communication to improve audience’s interactivity with the messages and improve public trust and credibility.

Conclusions:

Social media data can be used as a sentinel to understand public responses to policy changes and risk perceptions during the early stage of COVID-19 epidemic. The Chinese government agencies mainly used social media for one-way communication to provide knowledge and information to the general public while general individuals were more likely to share emotions including showing empathy to affected people and blaming others or the government. The tendency of increasingly attributing blame to other individuals or the government may push the Chinese government to seek accountability and refine the compensation system for affected people. As the epidemic evolves, the government may adopt a more empathic style in risk communication to improve audience’s interactivity with the messages and improve public trust and credibility.