Analysis of CDC and WHO COVID-19 Risk Communication Strategies via Instagram

The goal of this project is to use evidence-based risk communication principles to examine the social media messaging strategies employed by the U.S. Centers for Disease Control and Prevention (CDC) and the World Health Organization (WHO) during the 2019 novel coronavirus outbreak.

Specifically, we will perform a quantitative content analysis of Instagram feeds and stories to describe how official communication, message framing strategies (e.g., attributions of responsibility, cultural values), efforts to counter misinformation, and attempts to cultivate (using audio, video, and text) public perceptions of threat and efficacy have evolved over the course of this pandemic.

The research assistant (RA) will help our team sort through content harvested from the Centers for Disease Control and Prevention and the World Health Organization’s Instagram accounts during the COVID-19 pandemic. The primary responsibility will be to analyze text and image-based messages disseminated by both organizations and code those messages using NVivo Qualitative Data Analysis Software. The RA may also be expected to complete a review of relevant literature.

Familiarity with Instagram and COVID-19 pandemic essential. Knowledge of health communication concepts/theory/literature and/or NVIVO helpful, but not required. An extensive codebook and software training will be provided.