Análisis de mensajes.xlsx

Communication campaigns to educate people on the prevention of the spread of COVID-19 became a priority around the world due to the rapid spread and serious consequences of the virus. For this, a qualitative content analysis of global campaigns issued in English and Spanish for COVID-19 was carried out, using Google as a search platform. The sample was made up of 52 campaigns launched in 17 countries throughout 2020, with a total sample of 504 messages. A coding sheet was used as the data collection instrument, which integrated the units, categories and subcategories of analysis. These campaigns varied by country, time of year, campaign stage, and content. The messages were adapted according to the spread of the virus and local changes and advances made in health matters. The campaigns were most commonly found to have an awareness content, with various types of cognitive appeal using a direct presentation style for information on health recommendations, rules to follow to avoid contagion, and necessary changes in daily life to fight the virus. In the second half of the year, messages were observed appealing to guilt or responsibility for contagion. By the end of the year messages shifted again, appealing to the duration of the pandemic and the need to continue health measures despite the frustration being experienced and mental health challenges. The most widely used formats were images, audiovisuals and infographics. Campaign slogans and hashtags were key for understanding message content and thus understanding the new social norm.