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Using Humor to Promote Directives: Public Service Announcements During a Protracted Crisis.

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Public health crisis messaging effectively uses humor to engage audiences. This study analyzed COVID-19 public service announcements (PSAs), finding diverse humor types boost engagement across different crisis phases.

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Area of Science:

  • Public Health Communication
  • Health Behavior
  • Social Media Analysis

Background:

  • Humor in public service announcements (PSAs) can influence public adherence to health directives during crises.
  • The application of specific humor types in public health emergencies, characterized by uncertainty, is under-researched.

Purpose of the Study:

  • To explore the application of humor in public health crisis directives on social media during the COVID-19 pandemic.
  • To analyze how different humor types and media characteristics influence user engagement with health crisis messaging.

Main Methods:

  • Content analysis of high-engagement, humor-containing COVID-19 PSAs from the World Health Organization (WHO) and Australian health departments on social media platforms.
  • Analysis of humor types, media richness, content focus (prosocial vs. self-focused), and temporal patterns of PSA dissemination.

Main Results:

  • Seven humor types were identified across 12 directives; WHO primarily used multiple humor mechanisms (76.5%), while Australian departments favored single mechanisms (60.2%).
  • High media richness and prosocial content significantly drove user engagement, even with repeated exposure.
  • PSAs were more frequent during periods of lower direct crisis impact and when multiple humor types were used.

Conclusions:

  • A variety of humor types can be effectively employed to generate public engagement with crisis directives throughout different phases of a public health emergency.
  • Findings provide theoretical and practical insights for health authorities to improve crisis communication strategies and influence public health behaviors.