Stories or Directives: A Cross Cultural Comparison of Governmental Messages to Their Constituents during COVID-19

Abstract

This cross-sectional investigation examines the message strategies employed by the CDC and the NHC regarding the COVID-19 pandemic and established that messages sent by the CDC via Twitter differed significantly from the messages posted by the NHC via Weibo. Within a random sample (n = 200) of CDC and NHC messaging, six common themes emerged. They were: offering general advice, offering advice for professionals, pandemic progress, organizational efforts, knowledge popularization, and event notification. Results suggest the CDC offered advice to the general public (n = 50) more often than the NHC (n = 19). Similarly, the CDC offered more advice oriented toward professionals (n = 20) than the NHC (n = 9). The NHC, was more likely to discuss the role of government in remedying the pandemic (n = 12) than the CDC (n = 0) and more likely to employ a narrative style in their messaging (n = 35) than the CDC (n = 1).