在COVID-19大流行期间,公民参与社交媒体平台的增长使公共卫生部门能够加速和改善健康信息的传播,发展政府和公民之间的透明度和信任。鉴于这些好处,必须了解这方面的前提和基本机制,以维持和加强参与。
本研究的目的是确定COVID-19大流行期间公民参与中国国家卫生委员会TikTok账户的相关因素和影响机制。
使用网络爬虫,在TikTok的健康中国账户上收集了355个短视频(在中国拥有300多万粉丝),涵盖2020年1月21日至2020年4月25日期间。标题和视频长度,以及喜欢的数量,股份,并为每个视频收集评论。在使用内容分析对它们进行分类之后,我们完成了一系列负二项回归分析.
在355个视频中,154(43.4%)与临床医生指导有关,病人,普通公民,其次是有关政府处理大流行的信息(n=100,28.2%),有关COVID-19的最新消息(n=61,17.2%),以及对前线紧急服务的赞赏(n=40,11.3%)。视频长度,titles,对话循环,和内容类型都影响了公民参与的水平。具体来说,视频长度与喜欢的数量(发生率比[IRR]=0.19,P<.001)和评论(IRR=0.39,P<.001)呈负相关。标题长度与股数呈正相关(IRR=24.25,P=0.01),喜欢(IRR=8.50,P=0.03),和评论(IRR=7.85,P=0.02)。Dialogicloop负面预测了股票数量(IRR=0.56,P=0.03)。与欣赏信息相比,有关政府处理情况的信息(IRR=5.16,P<.001)和准则信息(IRR=7.31,P<.001)与股票数量呈正相关,而最新消息与收到的喜欢数量呈负相关(IRR=0.46,P=.004)。更重要的是,预测因子和公民参与之间的关系受到视频标题的情感效价的调节。具有正面标题的较长视频获得了更多的喜欢(IRR=21.72,P=.04)和评论(IRR=10.14,P=.047)。此外,对于与政府处理大流行相关的短片(IRR=14.48,P=.04)和对利益相关者的指导(IRR=7.59,P=.04),正股获得了更多的股票。如果视频标题显示出更高水平的积极情绪,则与最新消息(IRR=66.69,P=.04)相关的视频会获得更多喜欢。
在COVID-19大流行期间,视频经常在政府社交媒体平台上发布。视频长度,title,对话循环,内容类型对公民参与程度有显著影响。这些关系受到视频标题的情感效价的调节。我们的发现对通过政府社交媒体维持和加强公民参与具有重要意义。
During the COVID-19 pandemic, growth in citizen engagement with social media platforms has enabled public health departments to accelerate and improve health information dissemination, developing transparency and trust between governments and citizens. In light of these benefits, it is imperative to learn the antecedents and underlying mechanisms for this to maintain and enhance engagement.
The aim of this study is to determine the factors and influencing mechanisms related to citizen engagement with the TikTok account of the National Health Commission of
China during the COVID-19 pandemic.
Using a web crawler, 355 short videos were collected from the Healthy
China account on TikTok (with more than 3 million followers throughout
China), covering the period from January 21, 2020, to April 25, 2020. The title and video length, as well as the number of likes, shares, and comments were collected for each video. After classifying them using content analysis, a series of negative binomial regression analyses were completed.
Among the 355 videos, 154 (43.4%) related to guidance for clinicians, patients, and ordinary citizens, followed by information concerning the government\'s handling of the pandemic (n=100, 28.2%), the latest news about COVID-19 (n=61, 17.2%), and appreciation toward frontline emergency services (n=40, 11.3%). Video length, titles, dialogic loop, and content type all influenced the level of citizen engagement. Specifically, video length was negatively associated with the number of likes (incidence rate ratio [IRR]=0.19, P<.001) and comments (IRR=0.39, P<.001). Title length was positively related to the number of shares (IRR=24.25, P=.01), likes (IRR=8.50, P=.03), and comments (IRR=7.85, P=.02). Dialogic loop negatively predicted the number of shares (IRR=0.56, P=.03). In comparison to appreciative information, information about the government\'s handling of the situation (IRR=5.16, P<.001) and guidelines information (IRR=7.31, P<.001) were positively correlated with the number of shares, while the latest news was negatively related to the number of likes received (IRR=0.46, P=.004). More importantly, the relationship between predictors and citizen engagement was moderated by the emotional valence of video titles. Longer videos with positive titles received a higher number of likes (IRR=21.72, P=.04) and comments (IRR=10.14, P=.047). Furthermore, for short videos related to government handling of the pandemic (IRR=14.48, P=.04) and guidance for stakeholders (IRR=7.59, P=.04), positive titles received a greater number of shares. Videos related to the latest news (IRR=66.69, P=.04) received more likes if the video title displayed higher levels of positive emotion.
During the COVID-19 pandemic, videos were frequently published on government social media platforms. Video length, title, dialogic loop, and content type significantly influenced the level of citizen engagement. These relationships were moderated by the emotional valence of the video\'s title. Our findings have implications for maintaining and enhancing citizen engagement via government social media.