Responses to Mixed Fear and Pro-social Emotional Appeal Covid-19 Health Communication Strategies in South Africa: A Reflection

Abstract

Since the advent and global spread of the COVID-19 pandemic in 2020, several governments used emotional appeals as mechanisms to influence public behavioural change in a bid to combat spread of the then novel Coronavirus. Research shows that the uptake of health messaging is often, partly influenced by audience responses to emotional appeal techniques employed in such messages. This study intended to assess responses by South African audiences to COVID-19 emotional appeal messages from March 2020. The Extended Parallel Process Model (EPPM) is applied. A quantitative study analysed responses of over 1000 participants. Results indicate that government officials used a tailored and phased communication strategy mirroring fear and pro-social appeal messages to the intensity of COVID-19 waves. Results indicate that the most recurring emotional responses by participants were concern, worry and sadness. The least experienced emotions were gloom and surprise. Participants held mixed perceptions towards messages about their experiences regarding government COVID-19 message clarity. Majority of the participants, 72-76% expressed intentions to continue engaging in positive behavioural measures in response to government containment strategies. The recurring multiple waves of COVID-19 infections globally, necessitated tailored and mixed multi-phased messaging by the South African government provoking mirrored responses. This study could provide insight into effective, audience-responsive messaging for longstanding health crises by health promotion organisations including governments.