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Health Communication in the Time of COVID-19 Pandemic: A Qualitative Analysis of Italian Advertisements.

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  • Additional Information
    • Source:
      Publisher: MDPI Country of Publication: Switzerland NLM ID: 101238455 Publication Model: Electronic Cited Medium: Internet ISSN: 1660-4601 (Electronic) Linking ISSN: 16604601 NLM ISO Abbreviation: Int J Environ Res Public Health Subsets: MEDLINE
    • Publication Information:
      Original Publication: Basel : MDPI, c2004-
    • Subject Terms:
      COVID-19*/epidemiology ; Health Communication*; Humans ; Advertising ; SARS-CoV-2 ; Pandemics ; Communication
    • Abstract:
      In the climate of great uncertainty characterizing the COVID-19 pandemic, health communication played a significant role: several communicative strategies and channels were used to inform, educate and alert. Entropy-related risks were soon translated into the "infodemic", a wide-spread phenomenon with psychosocial and cultural roots. Therefore, new challenges for public institutions occurred: public health communication, especially expressed through advertising and audiovisual spots, was engaged to offer key support in combatting the disease, mitigating its effects and supporting health and psychological wellbeing. This work aims to investigate how the Italian public institutions addressed those challenges by employing institutional spots. We tried to answer two main research questions: (a) in line with the literature concerning persuasive communication, what were the main variables that social advertising concerning health attitudes and behaviors relied on; and (b) how the different variables were combined to propose specific communicative pathways following both the different waves/phases of the COVID-19 pandemic and the elaboration likelihood model. To answer these questions, 34 Italian spots were analyzed by means of qualitative multimodal analysis (including scopes, major narratives themes, central and peripheral cues). The results enabled us to individuate different communicative pathways, oriented by inclusivity, functionality and contamination, in line with different rounds as well as with the holistic configurations of cultural narratives, central and peripheral cues.
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    • Contributed Indexing:
      Keywords: COVID-19; advertising; cultural narratives; elaboration likelihood model; health communication
    • Publication Date:
      Date Created: 20230311 Date Completed: 20230314 Latest Revision: 20230418
    • Publication Date:
      20250114
    • Accession Number:
      PMC10001965
    • Accession Number:
      10.3390/ijerph20054424
    • Accession Number:
      36901433