The Public Sphere in Emerging Infectious Disease Communication: Recipient or Active and Vocal Partner?

Area of Science:

• Public Health
• Risk Communication
• Epidemic Preparedness

Background:

• Advances in risk and crisis communication theories focus on epidemic infections.
• Information flow in many countries remains unilateral, neglecting public polyvocality and competing knowledge.
• Organizations face challenges in communicating effectively with the public sphere during health crises.

Purpose of the Study:

• To address challenges organizations face in communicating with the public sphere during epidemics.
• To examine how health organizations manage the public's transformation from passive recipients to active participants.
• To assess the extent to which health organizations address public anxiety and concerns expressed on social media during outbreaks.

Main Methods:

• Conceptual framework focusing on the public sphere.
• Building upon existing guidelines and studies in health and pandemic communication.
• Examining organizational responses to public engagement and social media discourse.

Main Results:

• International organizations aim for public partnership but exhibit significant gaps in practice.
• The public is increasingly vocal and active, challenging traditional communication models.
• Existing strategies often fail to fully incorporate public input and address social media concerns.

Conclusions:

• Organizations must involve the public throughout crises, fostering dialogue free from prejudice.
• Precise, updated information that acknowledges uncertainty and cultural differences is crucial.
• Building trust and facilitating cooperation requires a shift towards public partnership in communication strategies.