Social media communication and public engagement in different health crisis stages: The framing of COVID-19 in Chinese official media

Effective government social media communication plays a crucial role in mitigating public panic amid various public health crises, such as the H1N1 pandemic, the Ebola epidemic, the Zika epidemic, and the ongoing COVID-19 pandemic. A research gap exists in investigating government official social media communication strategies and effects on public engagement at specific COVID-19 crisis stages. This study examines the COVID-19 communication strategies the Chinese government used and the corresponding effects on public engagement at different COVID-19 crisis stages on social media. The Crisis and Emergency Risk Communication Model, Framing Theory, and Situational Crisis Communication Theory are combined to develop a conceptual framework. Content analysis and coding were performed on two dimensions: health content theme (four sub-dimensions) and transparent communication style (three sub-dimensions). Public engagement was measured by the number of shares, comments, and likes. The results indicate a strong need for disease prevention information at the initial event/maintenance and resolution stages, while reassurance and government actions are highly valued at the resolution stage. Interactive features promote public engagement in key crisis stages.