[Conference] International Association for Media and Communication Research (IAMCR) Conference 2023, Lyon, France

Feeling and acting: A content analysis of government communication strategies during COVID-19 and Dengue outbreak

Singapore, a city-state in Southeast Asia, saw its largest dengue outbreak in history in 2020, with 2022 on course to be the second largest. Concurrently, Singapore has been dealing with the evolving nature of COVID-19 and in the process of relaxing COVID-19 restrictions. Since COVID-19 and dengue are pervasive in Singapore, the government can use effective communication about these diseases to ensure that the public is aware of the current situation and enabled to take appropriate preventive and treatment actions. Hence, there is a need for further investigation into the government’s communication strategies.

This study aims to analyze government communication strategies through the lens of the crisis and emergency risk communication (CERC) framework. This study also examines the presence of emotional appeals, such as fear, guilt, anger, hope, humour, and nurturance in government messaging. Scant research focuses on the integration between the CERC and emotional appeals, particularly on how emotional appeals can be employed at different phases of the CERC. This study bridges that gap by examining emotional appeals within CERC-based categories, beyond simply employing CERC as a guiding timeframe.

This study conducted a content analysis of online (e.g., Facebook posts and website articles) and offline (e.g., booklets, pamphlets, and posters) publicity materials by the relevalant authorities, including the Singapore government (through Gov.sg), Ministry of Health, and National Environment Agency (NEA). We collated approximately 1,320 messages about COVID-19 from 1 January 2020 to 30 September 2022, and 1,186 messages about Dengue from 1 January 2018 to 30 September 2022. 21 messages mention both topics. Findings from this study can provide practical guidance for authorities in crafting communication strategies. This study can also inform future studies in examining the congruence between government messaging and public understanding of COVID-19 and dengue in the context of Singapore.