TY - JOUR AU - Drescher, Larissa S AU - rousen, Jutta AU - Aue, Katja AU - Dressel, Kerstin AU - Schär, Wiebke AU - Götz, Anne PY - 2021 DA - 201/12/22 TI -德国公共当局和专家在推特上传播COVID-19危机传播:定量内容分析JO - JMIR公共卫生监测SP - e31834 VL - 7 IS - 12 KW - COVID-19 KW -危机传播KW -内容分析KW - Twitter KW -专家KW -当局KW -德国KW -负二项回归KW -社交媒体KW -传播KW -危机KW -信息KW -发展AB -背景:COVID-19大流行导致了公共卫生当局立即进行危机传播的必要性。与许多其他国家一样，在德国，人们选择包括推特在内的社交媒体来获取关于大流行及其后果的实时信息和了解。在德国的推特COVID-19危机传播之初，病毒学家和科学传播者等专家的地位仅次于当局。目的:本研究的目的是发现在大流行的第一年，公共当局和个人专家在推特上进行COVID-19危机沟通的异同。方法:对2020年1月1日至2021年1月15日发布的8251条原创推文进行描述性分析和定量内容分析。21名权威人士和18名专家的新冠肺炎相关推文被分为结构、内容、风格三个部分。使用负二项回归来评估推文传播，以转发和点赞数衡量与covid -19相关的推文。结果:描述性统计数据显示，在研究期间，当局和专家越来越多地在推特上谈论COVID-19。两名专家和一名权威机构负责70.26%(544,418/774,865)的转发，因此代表了COVID-19的影响者。 Altogether, COVID-19 tweets by experts reached a 7-fold higher rate of retweeting (t8,249=26.94, P<.001) and 13.9 times the like rate (t8,249=31.27, P<.001) compared with those of authorities. Tweets by authorities were much more designed than those by experts, with more structural and content components; for example, 91.99% (4997/5432) of tweets by authorities used hashtags in contrast to only 19.01% (536/2819) of experts’ COVID-19 tweets. Multivariate analysis revealed that such structural elements reduce the spread of the tweets, and the incidence rate of retweets for authorities’ tweets using hashtags was approximately 0.64 that of tweets without hashtags (Z=–6.92, P<.001). For experts, the effect of hashtags on retweets was insignificant (Z=1.56, P=.12). Conclusions: Twitter data are a powerful information source and suitable for crisis communication in Germany. COVID-19 tweet activity mirrors the development of COVID-19 cases in Germany. Twitter users retweet and like communications regarding COVID-19 by experts more than those delivered by authorities. Tweets have higher coverage for both authorities and experts when they are plain and for authorities when they directly address people. For authorities, it appears that it was difficult to win recognition during COVID-19. For all stakeholders studied, the association between number of followers and number of retweets was highly significantly positive (authorities Z=28.74, P<.001; experts Z=25.99, P<.001). Updated standards might be required for successful crisis communication by authorities. SN - 2369-2960 UR - https://publichealth.www.mybigtv.com/2021/12/e31834 UR - https://doi.org/10.2196/31834 UR - http://www.ncbi.nlm.nih.gov/pubmed/34710054 DO - 10.2196/31834 ID - info:doi/10.2196/31834 ER -