在西班牙裔社区围绕COVID-19疫苗接种的群体内偏爱:实验研究
Juwon Hwang1,2, Asya Cooley3, Skye Cooley3
1Department of Mass Communication, Advertising and Public Relations, College of Communication, Boston University, Boston, MA, United States.
Journal of medical Internet research
|May 27, 2025
概括
寻求COVID-19疫苗信息的西班牙裔个人更喜欢具有反映其身份的种族和语言线索的社交媒体内容. 量身定制的消息,特别是使用西班牙语图像和西班牙语文本,提高了这一群体的参与度.
科学领域:
- 公共卫生 公共卫生
- 卫生沟通健康沟通
- 社会心理学 社会心理学
背景情况:
- 西班牙裔社区经历了不成比例的COVID-19影响,并面临着访问流行病信息的障碍.
- 需要有针对性的战略来改善西班牙裔人口获得准确的COVID-19疫苗信息的机会.
研究的目的:
- 调查种族和语言线索如何影响西班牙裔个人的COVID-19疫苗信息搜索偏好.
- 为了比较不同图像 (西班牙语与非西班牙语) 和文本语言 (西班牙语与英语) 的社交媒体页面的偏好.
主要方法:
- 936名参与者 (448名西班牙裔,488名非西班牙裔) 评估了实验性的社交媒体页面.
- 页面的图像 (西班牙语/非西班牙语) 和文本语言 (西班牙语/英语) 不同.
- 参与者表示愿意从每个页面类型中获取信息.
主要成果:
- 西班牙裔参与者更喜欢使用西班牙语图像和西班牙语文本的社交媒体页面.
- 非西班牙语图像和英语文本的页面是西班牙裔个人最不喜欢的.
- 图像似乎比语言对偏好的影响更大.
结论:
- 当包含与目标受众一致的种族和语言线索时,公共卫生信息更有效.
- 根据西班牙裔身份量身定制内容可以改善对COVID-19疫苗信息的参与.
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