Abstract

LUBINGA, Elizabeth  and  SITTO-KAUNDA, Karabo. Public responses to multi-phased fear and pro-social emotional appeals from the South African government's COVID-19 health communication strategies. Communitas (Bloemfontein. Online) [online]. 2023, vol.28, pp.86-102. ISSN 2415-0525.  http://dx.doi.org/10.38140/com.v28i.7054.

Globally, using emotional appeals as communication strategies to influence public behavioural change has been popular for containment of the COVID-19 pandemic. Research shows that the uptake of health messaging is often partly influenced by audience responses to emotional appeal strategies employed. This study assessed responses by South African audiences to COVID-19 emotional appeal messages. The Extended Parallel Process Model (EPPM) was applied. A quantitative survey analysed responses of over 1000 participants. Results indicate that government officials used a tailored and mixed multi-phased communication strategy mirroring fear and pro-social appeal messages to the intensity of recurring multiple COVID-19 waves. The most recurring emotional responses by participants were concern, worry and sadness, conversely gloom and surprise. This study provides insight into effective, audience-responsive messaging for longstanding health crises by health promotion organisations including governments.

Keywords : pro-social COVID-19 appeals; COVID-19 fear appeals; South African government COVID-19 message strategies; health crises; emotional appeals; audience emotional responses; COVID-19 message clarity; tailored COVID-19 communication; phased COVID-19 communication strategies; mixed multi-phased COVID-19 communication.

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