What did the pandemic teach us about effective health communication? Unpacking the COVID-19 infodemic

Abstract

Background The spread of unvetted scientific information about COVID-19 presents a significant challenge to public health, adding to the urgency for increased understanding of COVID-19 information-seeking preferences that will allow for the delivery of evidence-based health communication. This study examined factors associated with COVID-19 information-seeking behavior. Methods An online survey was conducted with US adults (N = 1800) to identify key interpersonal (e.g., friends, health care providers) and mediated (e.g., TV, social media) sources of COVID-19 information. Logistic regression models were fitted to explore correlates of information-seeking. Results Study findings show that the first sought and most trusted sources of COVID-19 information had different relationships with sociodemographic characteristics, perceived discrimination, and self-efficacy. Older adults had greater odds of seeking information from print materials (e.g., newspapers and magazines) and TV first. Participants with less educational attainment and greater self-efficacy preferred interpersonal sources first, with notably less preference for mass media compared to health care providers. Those with more experiences with discrimination were more likely to seek information from friends, relatives, and co-workers. Additionally, greater self-efficacy was related to increased trust in interpersonal sources. Conclusion Study results have implications for tailoring health communication strategies to reach specific subgroups, including those more vulnerable to severe illness from COVID-19. A set of recommendations are provided to assist in campaign development.

The Communication of Scientific Information to Scientists, Clinicians, and the Public

“…19 This challenge is made even more difficult when considering the low levels of trust accorded to institutions by populations who experience disparities. 20…”

“…19 This challenge is made even more difficult when considering the low levels of trust accorded to institutions by populations who experience disparities. 20 The message includes both substance (i.e., the topic, such as signs of dementia) and specific creative features involved in design. The selection of the topic typically aligns with the intended outcome or goal of the campaign.…”

Survival analysis of the duration of rumors during the COVID-19 pandemic

“…Secondly, future research should embrace a diverse array of theoretical perspectives to explore additional factors that may influence the longevity and spread of rumors. This could include conducting more nuanced analyses across different media channels and demographic groups [ 62 ]. Additionally, it would be beneficial to consider the individual characteristics of the public along with other socio-cultural elements [ 63 ].…”

Improving communication strategies for vulnerable populations during health crises: Learnings from COVID-19 Knowledge, Attitudes and Practices study in an informal settlement in Mumbai, India

“…More respondents had fears related to loss of employment (53%) than their physical (10%) or mental (4%) health.The study highlights the need for context-speci c communication strategies among vulnerable populations. This includes reliable and accessible sources of information, an emphasis on information accuracy and detail, and a holistic and multidimensional approach to awareness and information sharing.Communication strategies needed to be continually evolved to tackle behavior change hesitancy and COVID-19 fatigue [20].Moreover it was realised that health communication for KAP related to COVID-19 needed to be diversi ed and customized based on socioeconomic and demographic characteristics of a community to be successful [21][22][23]. This is evident from studies in low and middle-income countries (LMIC) which showed how context-speci c issues impacted KAP [2,[24][25] including socioeconomic and demographic characteristics like age, gender, education attainment [6,[26][27], area of residence [28], employment status and income [8,29].KAP was considered especially important among vulnerable populations such as urban informal settlements or slums due to the high density of population [2], illiteracy [5], vulnerability to misinformation [10], unequal access to basic necessities such as water and sanitation [30][31], and inadequate public healthcare systems [2].…”

“…Moreover it was realised that health communication for KAP related to COVID-19 needed to be diversi ed and customized based on socioeconomic and demographic characteristics of a community to be successful [21][22][23]. This is evident from studies in low and middle-income countries (LMIC) which showed how context-speci c issues impacted KAP [2,[24][25] including socioeconomic and demographic characteristics like age, gender, education attainment [6,[26][27], area of residence [28], employment status and income [8,29].…”