How can mask-wearing in public be effectively increased? Institutions like the World Health Organization (WHO) aim to improve global health. Through the use of effective strategies to communicate with the public, they could persuade people towards using face masks and prevent them from diseases. However, first, they need to face the difficulties of designing an effective message that can lead to such a persuasion. This includes certain operational tasks, like selecting credible sources, choosing a message strategy, and determining the optimal setting or channels through which the communication is to be delivered.
To help the WHO facing those difficulties, this paper will focus on persuasive communication strategies. To do so, the paper is structured as follows: In the first section, two different strategies to promote mask wearing in public worldwide will be provided. Then, in the second section, some basic considerations the WHO should make before adapting those strategies will be highlighted. Lastly, the paper will end with a brief summary.
By the end of 2019, an outbreak of severe pneumonia of unknown cause in Wuhan, China was reported to the World Health Organization (WHO). A few months later, the coronavirus has taken over the world and infected over 14 Million people worldwide, causing almost 600,000 people’s death. Therefore, the search for effective strategies to prevent people from getting COVID-19 is currently the primary goal of many countries’ governments. Because social distancing and a total lockdown are just short-term solutions, the need for alternative solutions is rising. According to Cheng et al. (2020), community-wide face mask wearing may help to slow down the outbreak of COVID-19. As shown by those researchers, this is due to the reduced emission of people’s respiratory droplets.
Inhaltsverzeichnis (Table of Contents)
- Strategies for the WHO to Consider: Fear Appeals and Narratives
- Fear Appeals with Efficacy Cues
- Narrative Communication
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to provide the World Health Organization (WHO) with effective communication strategies to increase public mask-wearing to combat the spread of COVID-19. It explores the challenges of designing persuasive messages and offers practical solutions.
- Persuasive communication strategies for increasing mask usage.
- The effectiveness of fear appeals in health communication.
- The role of efficacy cues in mitigating negative responses to fear appeals.
- The application of narrative communication in promoting health behaviors.
- Considerations for tailoring communication strategies to diverse populations.
Zusammenfassung der Kapitel (Chapter Summaries)
Strategies for the WHO to Consider: Fear Appeals and Narratives: This section introduces two primary communication strategies—fear appeals and narrative communication—that the WHO can utilize to promote mask-wearing. It lays the groundwork for a deeper examination of each strategy's potential effectiveness and practical application in the context of a global pandemic. The chapter sets the stage for exploring the complexities of persuasive communication in public health emergencies.
Fear Appeals with Efficacy Cues: This section delves into the theory and application of fear appeals in health communication. It critically analyzes the mixed empirical evidence on the effectiveness of fear appeals, highlighting the crucial role of efficacy cues in enhancing their persuasive power. The Extended Parallel Process Model (EPPM) is introduced to explain how perceived threat and efficacy interact to influence responses to fear-based messages. The chapter emphasizes the need to balance fear arousal with clear instructions and demonstrations of the effectiveness of mask-wearing in mitigating the risk of COVID-19. It also discusses the importance of considering factors like pre-existing fear levels, cultural differences, and individual beliefs when designing effective fear appeals. Crucially, it stresses the need for pilot testing to ensure the intended message is effectively received.
Narrative Communication: This section introduces narrative communication as a complementary approach to fear appeals. While the provided text only begins this section, it suggests the exploration of the growing use of narrative forms in health communication, such as storytelling and testimonials, as powerful methods for influencing behavior change. The potential effectiveness of narrative communication compared to fear appeals, and under what circumstances either approach might be superior, remains to be fully explored.
Schlüsselwörter (Keywords)
COVID-19, mask-wearing, public health, persuasive communication, fear appeals, efficacy cues, narrative communication, Extended Parallel Process Model (EPPM), health communication, risk communication, behavior change.
Frequently Asked Questions: A Comprehensive Language Preview
What is the purpose of this document?
This document provides a comprehensive preview of a paper aimed at offering the World Health Organization (WHO) effective communication strategies to increase public mask-wearing during the COVID-19 pandemic. It explores persuasive communication techniques, focusing on fear appeals and narrative communication.
What communication strategies are explored?
The document primarily focuses on two strategies: fear appeals and narrative communication. It examines how to use fear appeals effectively by incorporating efficacy cues to mitigate negative responses. It also introduces narrative communication as a complementary approach, suggesting the use of storytelling and testimonials to influence behavior change.
What is the role of fear appeals in this context?
The document analyzes the effectiveness of fear appeals in health communication, acknowledging mixed empirical evidence. It emphasizes the importance of including efficacy cues—demonstrations of how mask-wearing effectively reduces COVID-19 risk—to enhance the persuasive power of fear appeals. The Extended Parallel Process Model (EPPM) is introduced to explain how perceived threat and efficacy influence responses to fear-based messages. The document stresses the need to carefully consider pre-existing fear levels, cultural differences, and individual beliefs when designing fear appeals and the importance of pilot testing.
How does narrative communication contribute to the strategy?
Narrative communication is presented as a complementary approach to fear appeals. The document suggests exploring the use of storytelling and testimonials as powerful methods for influencing behavior change. A full comparison of the relative effectiveness of narrative communication versus fear appeals is not yet fully developed in the provided preview.
What are the key themes addressed in this paper?
Key themes include persuasive communication strategies for increasing mask usage, the effectiveness of fear appeals, the role of efficacy cues, the application of narrative communication, and tailoring communication strategies to diverse populations.
What is the Extended Parallel Process Model (EPPM)?
The EPPM is a theoretical model used to explain how perceived threat and efficacy interact to influence responses to fear-based messages. It is a key concept in understanding the effectiveness of fear appeals.
What are the main chapters covered in the preview?
The preview includes summaries of chapters on strategies for the WHO (focusing on fear appeals and narratives), fear appeals with efficacy cues, and narrative communication.
Who is the intended audience of this paper?
The primary intended audience is the World Health Organization (WHO), aiming to provide them with practical communication strategies to improve public health outcomes related to mask-wearing.
What keywords are associated with this document?
Keywords include COVID-19, mask-wearing, public health, persuasive communication, fear appeals, efficacy cues, narrative communication, Extended Parallel Process Model (EPPM), health communication, risk communication, and behavior change.
- Quote paper
- Bettina Schneider (Author), 2020, Communication Strategies the WHO Can Use to Increase Mask Wearing in Public, Munich, GRIN Verlag, https://www.grin.com/document/1319389
