Effective Communication Strategies Research Articles

Mengurai Polarisasi Politik di Kalangan Milenial Peran Komunikasi dalam Pemilu

Abstract Political polarization among millennials has become an increasingly prominent challenge in recent years. This generation, which is a significant potential voter in the 2024 Election, is vulnerable to misleading political campaigns, hate speech and false information spread through social media and digital platforms. High levels of polarization can threaten social cohesion and hinder constructive dialogue in the democratic process. This research aims to explore the role of effective political communication and media literacy in unraveling political polarization among millennials in the 2024 elections. By using a mixed method, this research combines quantitative survey methods, qualitative studies with in-depth interviews and focus group discussions, as well as media content analysis to provide a comprehensive picture of this issue. It is hoped that the research results can provide insight into effective political communication strategies, the importance of cross-group dialogue, and the role of media literacy and political education in reducing polarization among millennials. It is hoped that these findings can contribute to efforts to create a healthier and more constructive political environment in the 2024 elections and the democratic process as a whole. Keywords: Political Polarization, Political Communication, Media Literacy, Millennials, 2024 Election

Exploring corporate reputation and crisis communication

AbstractCorporate reputation, the collective perception of company attractiveness towards stakeholders, impacts business outcomes, while effective communication strategies play a critical role in shaping and maintaining the reputation. The role of communication is highlighted during crises, crisis communication being a strategic approach to managing and mitigating the impact of unexpected or adverse events on the reputation, operations, and stakeholders. These concepts are deeply interrelated with interactive marketing. This study explores the dynamics of corporate reputation and crisis communication during a recent global crisis by combining a literature review, opinion mining, and classification analysis. This is because stakeholders rely on various information sources and engage in online discussions, which can impact the reputation, and pose new challenges. The opinion mining analysis draws from the media communication of selected stock-listed companies during a crisis. The key findings shed light on the dynamics of corporate reputation and crisis communication and the impacts on interactive marketing. Critical components of crisis communication are identified to include monitoring, tactics of responding, and response management. Linkages between these, crisis communication theories, and corporate reputation are synthesised. Indications are provided on how the crisis can affect the corporate reputation and the significance of the speed of preventive communication measures.

Public perception of esports: an examination of esports image and genre differences

ABSTRACT As esports continues to gain popularity, a clear understanding of the public image associated with esports would help corporations and organizations working within or collaborating with the esports industry to establish effective communication strategies for their target audiences. In this study, we identify the image people associate with esports and examine whether it varies across different esports genres. Two surveys were conducted for exploratory factor analysis and confirmatory factor analysis, followed by a series of ANOVA. Results reveal mixed image of esports, comprising three negative associations (i.e. provocative, addictive, and impulsive) and four positive associations (i.e. entertaining, competitive, aesthetic, and social). Moreover, distinct patterns exist for the image of esports across five different genres (i.e. Fighting, FPS, MOBA, Sport Simulation, and DCC games). It appears that positive associations vary more distinctly across esports genres than negative associations. Findings imply that there is no “one-size-fits-all” regarding how esports are perceived, highlighting the image of esports as multidimensional, highly contextual and advising against uniform treatment.

Golkar Sidoarjo DPD's Strategy for PIP Scholarship Distribution Campaign

Background: Effective political communication strategies are crucial for enhancing public engagement. Specific Background: This study explores the qualitative communication strategies used by a local political party during the Indonesia Smart Program (PIP) scholarship distribution, contrasting it with quantitative approaches that focus on numerical data. Knowledge Gap: Existing literature lacks insights on how qualitative methods, particularly direct interviews, can inform community engagement and program visibility. Aims: The research aims to analyze DPD Golkar Sidoarjo's communication strategies using primary interviews and secondary campaign materials. Results: Findings show that the party successfully utilized various media to increase visibility and transparency of the PIP, leading to significant community involvement through initiatives like KIPK. Novelty: This study highlights how qualitative approaches can deepen understanding of political communication's impact on community perceptions. Implications: The increased public trust in DPD Golkar Sidoarjo indicates the effectiveness of strategic political communication in influencing electoral outcomes, revealing valuable insights into political engagement dynamics. Highlights : Emphasizes the significance of qualitative insights for understanding community perceptions. Highlights the effective use of media in enhancing program visibility and transparency. Demonstrates the link between strategic communication and increased public trust and electoral support. Keywords: political communication, qualitative research, Indonesia Smart Program, community engagement, DPD Golkar Sidoarjo

Discourse analysis and communication strategy of sport learning: a systematic review assisted with VOSviewer

This research aims to analyze bibliometrically related discourse analysis and communication strategies in sports, especially physical education, sports, and health. The research uses a literature review. The literature review aims to find the latest literature and build a foundation for academic inquiry related to sports learning in communication and discourse, as well as build a foundation for scholarly inquiry regarding student communication strategies based on the latest articles reviewed. The articles used were selected according to the topic by eliminating irrelevant keywords in the VOSviewer application. The most relevant keywords are "physical activity," " teach*," "communication strategy," "discourse analysis," and "learn*" which are directly related to the main focus of the research. The result showed effective communication strategies in sports have a major impact on motivation, skill acquisition, performance, and overall athlete satisfaction. The use of various communication styles, including nonverbal communication, plays an important role in forming athletes' self-confidence, motivation, and learning process. These findings underscore the importance of communication skills and strategies in optimizing athlete performance and overall well-being. Keywords: Discourse Analysis, Communication Strategy, Sport Learning, VOSviewer

Effective Communication Strategies for Business Analysts to Bridge the Gap between IT and Finance

As organizations depend more on technology to stay ahead of the competition, their information technology (IT) and business departments must work together closely. However, cultural differences and understanding between the specialized fields often make it hard for them to work together effectively. If these issues are fixed, they could make it easier to finish projects, stick to budgets, and agree on the company's goals. Many companies use business analysts to help people talk to each other by acting as liaisons knowledgeable in technology and finances. However, there is limited information in the literature about how analysts can connect the tasks. This study fills that gap by looking into the problems when IT and finance work together and suggesting specific steps analysts can take to improve strategic alignment. Looking at past studies shows that common differences make it hard for people to work together. IT and finance use different vocabularies for technical terms and project-based versus financial terms, leading to misunderstandings. They also set other priorities. It emphasizes speed of innovation and technical practicality, while finance emphasizes reducing risk, accuracy, and returns. There are also differences in the amount of knowledge and skill that people in IT and finance have regarding technical solution details and financial effects. They also use different ways to make decisions. IT bases judgments on technological factors, while finance assesses business impact. Besides, cultural norms diverge between the flexible and creative IT culture and the rigorous and methodical finance culture. Business analysts should utilize several focused communication strategies to close these gaps. Creating a shared vocabulary helps terms from diverse fields fit. Regular mapping and stakeholder conversations help you grasp other perspectives. Actively listening, repeating, asking questions, and summarizing shows you comprehend. Educating on decision-making variables and expertise broadens perspectives. Discussing cultural meanings and making sure individuals understand questions improves discussion. Using shared goals like increasing sales or lowering costs is another way to unite people around similar goals. By using these specific methods, business experts can help IT and finance work together despite cultural differences. Mapping and teaching regularly help keep relationships strong even as needs and staff change. By focusing on active listening, aligning vocabulary, and highlighting shared interests, you can build good working relationships necessary to get strategic benefits from technology investments.

Nurses' Provision of Sexual and Reproductive Health to Community-Dwelling Older Adults: An Integrative Review.

To explore barriers and facilitators to nurses' provision of sexual and reproductive health (SRH) care to community-dwelling older adults. An integrative literature review was performed using Whittemore and Knafl's method. Three databases were searched for research conducted between 2012 and 2023, and the Mixed Methods Appraisal Tool was used to determine the quality of included studies. Nine studies were ultimately included for analysis, and themes were Barriers to SRH Care and Facilitators of SRH Care. Barriers to SRH Care included: nurses' lack of knowledge about older adults' sexual health, discomfort discussing sexual topics, age-related stereotypes regarding older adults' sexuality, and older adults' lack of knowledge of and reluctance to discuss sexuality and sexual health issues. Facilitators of SRH Care included: gender of health care provider, nursing education on effective communication strategies, encouraging open dialogue to challenge ageist perceptions, and sexual education for older adults. Findings underscore the impact of stigma and negative ageist assumptions on whether discussions about SRH occur between nurses and older adults. There is a need for comprehensive education for nurses and older adults about SRH to recognize sexual health needs and promote open and constructive conversations. Moreover, research about how to best facilitate older adults' SRH is needed. [Journal of Gerontological Nursing, 50(10), 17-23.].

Voices in Crisis: High-Salience Stakeholders’ Experiences and Perceptions of Communication During Educational Management Crisis

This paper investigates how important stakeholders (professors and students) were informed and updated about the 2016 IUP faculty and Staff Strike crisis. The paper employs a qualitative case study methodology in which a group of four participants, two professors, and two graduate students, were snowballed and interviewed in a semi-structured interview style. The paper sought to answer the following questions: How did the professors and students experience the strike, and how did they perceive the way IUP handled communication during the strike crisis? The participants’ responses were recorded, transcribed, and coded for analysis. The study’s findings were reported in nine themes that show the nuanced and multifaceted dimensions of the experiences and perceptions of the participants, showing the dynamics at play during this critical period. This study provides a comprehensive analysis that contributes to the broader discourse on crisis communication in university settings, emphasizing the importance of stakeholders’ perspectives and experiences in shaping effective crisis communication strategies.

Strengthening Donor Trust via Enhanced Performance and Transparency in Zakat Management

General Background: Lazismu, an extension of Lembaga Amil Zakat, Infaq Sadaqoh Muhammadiyah, plays a crucial role in facilitating charitable donations and maintaining donor trust in the humanitarian sector. Specific Background: Despite its importance, Lazismu faces challenges regarding the management of zakat funds and transparency in financial reporting, which has led to diminished donor trust. Previous studies have inadequately explored the relationship between performance recognition and donor trust in zakat institutions. Knowledge Gap: This research aims to fill this gap by quantitatively examining how various independent variables—human resource performance enhancement, financial report transparency, and interpersonal communication within the fundraising division—impact donor trust at Lazismu in Mojokerto. Aims: The study specifically investigates the influence of these independent variables on donor trust in Lazismu, with a focus on enhancing organizational performance to regain donor confidence. Results: The findings reveal that enhanced human resource performance, transparent financial reporting, and improved interpersonal communication significantly contribute to increasing donor trust. Novelty: This research introduces a structured approach to evaluating zakat management performance through quantitative measures, offering insights into the dynamics of donor engagement and trust. Implications: The results underscore the necessity for zakat institutions to prioritize financial transparency and effective communication strategies to foster stronger relationships with donors, ultimately leading to increased zakat contributions and enhanced community support. Highlights: Trust Boost: Performance and transparency enhance donor confidence significantly. Engagement: Strong communication improves donor relationships and trust. Methodology: Quantitative research analyzes zakat institution performance effects. Keywords: Lazismu, donor trust, zakat management, financial transparency, interpersonal communication

Sunscreens: potential hazards to environmental and human health

The increasing demand for natural products in the United States reflects a cultural shift towards health and sustainability. This trend infiltrates consumer sectors such as the sunscreen industry, amidst concerns about health and environmental impacts of chemical ingredients. The Hawaii Sunscreen Ban has intensified sunscreen formula safety discussions, particularly regarding butylparaben, oxybenzone, and octinoxate. Even at low concentrations, these compounds bleach hard corals eventually leading to their death. As well, these chemicals pose threats to marine ecosystems and raise concerns about human health, particularly systemic absorption and the possibility of causing endocrine disruption. While some argue for chemical-based sunscreens for skin cancer prevention, others advocate for mineral-based alternatives that avoid harmful ingredients. However, public opinion on sunscreen varies, influenced by adverse reactions, socioeconomic status, gender, and cultural perceptions. Future studies should explore diverse demographic perspectives and long-term health and environmental impacts of products containing potentially toxic ingredients. As well, effective communication strategies to promote sunscreen safety and encourage sustainable sun protection practices is needed.

Maksim Percakapan dalam Program Acara I-Talk di Insert Live

This study aims to describe the form and function of conversational maxims in the I-Talk program on Insert Live. The inappropriateness of the speaker's speech in responding to the presenter's speech and the lack of communication strategies carried out by the presenter in talking to the speaker are the background for the researcher to choose the speech between Maria Christy and Amanda Caesa in the I-Talk program to be studied. This study uses a descriptive research type with a qualitative approach, because it can explain simply and clearly based on the focus of the study. The data in this study are the speech between Maria Christy and Amanda Caesa in the I-Talk program on Insert Live which contain conversational maxims, and the data sources are obtained from the I-Talk program on the Insert Live platform. The data collection technique in this study uses the free listening technique and the note-taking technique. The data analysis technique in this study uses data reduction, data presentation, and conclusion drawing techniques. The results of this study are the form and function of conversational maxims in the I-Talk program. The forms of conversational maxims found are the maxim of quantity, the maxim of quality, the maxim of relevance, and the maxim of implementation. The conversational maxim functions found are assertive, directive, and expressive functions. The maxim of quantity is the most frequently found in this study, because Maria Christy and Amanda Caesa provide informative speech or information and do not exceed what is needed. The assertive function is the most frequently found in this study, because Maria Christy and Amanda Caesa provide speech that functions to state, ask, and explain as an effective communication strategy between speakers and conversation partners in the I-Talk event on Insert Live.

Cultural Reproduction and Religious Traditions Among Banyumas Migrant Communities Within the NGAPAK Population in The Provinces of Lampung and East Kalimantan

Understanding the perpetuation of cultural and religious traditions among Banyumasan migrant communities presents a multifaceted challenge, necessitating a profound comprehension of Banyumasan cultural and religious norms, the migratory journey to regions such as Lampung and Kalimantan, and the intricate dynamics of cultural transmission. Meticulous research yields the following conclusions: Firstly, Banyumasan culture encompasses communities in Banjarnegara, Purbalingga, Banyumas, Cilacap, Kebumen, Tegal, and Brebes, characterized by the prevalent Ngapak dialect of Javanese. Rooted in language, values, traditions, and rituals, Banyumasan culture reflects egalitarianism, directness, and harmony, emblematic of the wong cilik community. Secondly, a significant number of Banyumasan individuals historically migrated to various parts of Indonesia, notably Lampung and Kalimantan, initially for colonial-era labor needs and later to alleviate population pressures and enhance economic prospects during the New Order era. Thirdly, migration fosters extensive interactions between Banyumasan migrants and host communities, involving a nuanced negotiation process wherein individuals balance preserving their cultural heritage and adapting to new surroundings. The outcome depends on effective communication strategies to convey Banyumasan cultural identity amidst diverse host cultures.

MENTORING TRAINING 'CONTINUE TO STUDY WITH SCHOLARSHIPS' IN SUPPORTING THE IMPROVEMENT OF THE COMPETITIVENESS OF THE PEOPLE OF LAMPUNG

The Human Development Index (HDI) in Lampung Province has increased from 70.45 in 2022 to 71.15 in 2023. However, Lampung's HDI is still the lowest in Sumatra. One of the factors causing this is the low Average Length of School (RLS) which is only 8.29 years, the second lowest in Sumatra. The low RLS is due to the low public interest in higher education. Economic factors and lack of understanding of the importance of higher education are the main causes. The Service Team from the Department of Communication Sciences then provides education, motivation, and mentoring to parents and high school students in Lampung to increase their interest in higher education with scholarships. Effective persuasive communication strategies are used to change people's perceptions of the cost of higher education and open up their insights into available scholarship opportunities. Before the training began, a pre-test was conducted to measure the level of participants' initial understanding of higher education and scholarships. The results of the pre-test showed that most participants had a limited understanding of higher education opportunities and accessible scholarship resources. After a series of training sessions that included educational, motivational, and mentoring sessions with a persuasive communication approach, a post-test was conducted to measure the impact of the activity. The results of the post-test showed a significant improvement. In addition to increasing knowledge, the participants also revealed a change in attitudes towards higher education. Parents, who had previously been worried about the cost of education, showed greater interest in supporting their children to pursue higher education through the scholarship pathway. The students who took part in the training also showed greater enthusiasm and motivation to continue their education. Overall, this service activity has proven successful in achieving its goal, which is to increase public awareness and interest, especially in Lampung Province, to continue higher education through scholarships.

How Family Communication Emerges in HPV Vaccine Parent Narratives

ABSTRACT Family communication surrounding HPV vaccination can support or hinder HPV cancer prevention strategies. We used narrative communication theory to elicit HPV vaccine decision narratives in the context of family communication from a purposive sample of 29 parents of adolescents. Parent narratives indicated that family negotiations occur throughout the decision-making process, topic avoidance was common among parents of unvaccinated and undervaccinated children, parents had concerns that vaccination is a sign of approving sexual permissiveness, and family communication was often prompted by encounters in the exam room. Understanding complex family dynamics in the context of vaccination decision-making, the role of family communication (or lack thereof) in decisions, and effective negotiation and communication strategies can inform messaging tactics aimed at addressing disagreements in families and indicate how vaccinating may align rather than conflict with family values.

Systematic Literature Review of Disseminating Health Information to BIPOC Communities

Purpose This study aims to systematically review the literature to examine best practices for disseminating health information and strategies useful for advancing equitable health outcomes in communities of Black, Indigenous, and People of Color (BIPOC). Methods Databases such as Science.gov, Education Resources Information Center (ERIC), Social Science Research Network, and CHAT AI were searched using terms like “health promotion,” “information dissemination/methods,” “minority communities,” “urban health,” “health education/methods,” and “health promotion/methods.” The search focused on qualitative, quantitative, and mixed-methods studies conducted between January 1, 2005, and December 31, 2023. An academic expert evaluated the manuscripts for quality. Dissemination methods were categorized based on cultural, linguistic, and sociodemographic characteristics. Results/Expected results Out of 4,726 articles identified, 23 were included in the full review. The study found that the most effective methods for disseminating health information involved direct community interaction using versatile communication strategies. Real-time engagement and accessibility to public health experts increased community trust and participation. Narrative storytelling, focus groups, workshops, and the use of technology for visual representation were particularly effective. Major obstacles included the lack of stakeholder interaction, language barriers, cultural, educational, and generational differences, and limited funding for human resources. The unavailability of information from previous research also caused frustration among decision-makers. Conclusion Effective engagement with BIPOC communities requires diverse communication methods. Involving community members in selecting settings, language, cultural activities, and other specific aspects helps non-community stakeholders understand evidence-based best practices for health information dissemination, thereby improving healthcare outcomes. Implications This comprehensive literature review enhances understanding of evidence-based best practices for disseminating health information to BIPOC communities. The findings provide valuable insights for policymakers, healthcare providers, community organizations, and researchers to develop targeted and effective health communication strategies.

Social media in healthcare emergency management: insights from Spanish hospitals during the COVID-19 pandemic

PurposeThis study aims to explore the Facebook communication strategies of Spanish hospitals during health emergencies, focusing on their role in crisis management and public information dissemination.Design/methodology/approachAutomatic topic modelling and deep learning sentiment analysis were applied to analyse 151,738 posts from 274 hospital Facebook pages (March 2020–Feb 2022). Regression analyses were used to explore the relationships between topics, sentiment scores and hospital characteristics.FindingsThe analysis revealed nine main topics, with the three most prevalent related to COVID-19: vaccine information, security measures and situational updates. This indicates that Spanish hospitals significantly relied on Facebook to manage the emergency. The communication strategies dynamically adapted to the intensity of the pandemic and varied across hospital types. Sentiment analysis showed a negative tone for posts about security measures and situational updates. These findings align with the Agenda-Setting Theory, suggesting that hospitals influenced public discourse. Vaccine information posts were more positive, resonating with the Uses and Gratifications Theory by fulfilling the audience’s need for reassurance and guidance.Originality/valueUsing replicable machine learning techniques, this study elucidates the communication strategies employed by Spanish hospitals to manage healthcare emergencies, such as the COVID-19 pandemic. It highlights factors that potentially influence these strategies and provides theoretical justifications for them. The variation in communication strategies on Facebook among different hospital categories underscores the imperative for stricter guidelines and regulations to guarantee consistent and reliable communication during emergencies. This research provides valuable insights for practitioners and policymakers aimed at developing effective health communication strategies on social media.

Mitigating security risks in global supply chains: The role of strategic communication and criminological approaches in countering illicit trade and cyber threats

In the era of global commerce, the integrity and resilience of supply chains have become paramount. However, the increasing complexity of international supply networks has exposed them to a myriad of security risks, including both physical threats and cyberattacks. This paper explores the critical role of strategic communication and criminological approaches in mitigating security risks within global supply chains. It argues that a proactive approach to security—one that integrates effective communication strategies and criminological theories—can significantly enhance the ability of organizations to manage and mitigate these risks. Strategic communication, encompassing clear messaging, timely information sharing, and robust stakeholder engagement, is essential for maintaining transparency and preparedness in supply chain operations. Effective communication ensures that all stakeholders are informed about potential threats and the measures in place to address them, thereby facilitating a coordinated and timely response to security incidents (Fearn-Banks, 2016; Coombs, 2007). This paper examines how organizations can develop and implement comprehensive communication plans that enhance their ability to anticipate and respond to security threats. In addition, the application of criminological theories, such as routine activity theory, situational crime prevention, and deterrence theory, provides valuable frameworks for understanding and addressing security vulnerabilities in supply chains. Routine activity theory emphasizes the importance of identifying motivated offenders, suitable targets, and capable guardians, which can help organizations develop targeted security measures to reduce opportunities for criminal activities (Cohen & Felson, 1979). Situational crime prevention focuses on modifying the environment to deter crime, while deterrence theory highlights the role of penalties and enforcement in preventing criminal behavior (Clarke, 1997; Becker, 1968). This paper explores how these theories can be applied to enhance supply chain security and develop effective preventive strategies. The integration of strategic communication with criminological approaches offers a holistic framework for mitigating security risks in supply chains. By combining these strategies, organizations can improve their ability to manage security threats, safeguard their assets, and ensure the continuity of their operations. The findings of this paper underscore the importance of adopting a comprehensive approach to supply chain security that incorporates both communication and criminological insights. Keywords: Global Supply Chains, Security Risks, Strategic Communication, Criminological Approaches, Cyber Threats, Licit Trade, Routine Activity Theory, Situational Crime Prevention, Deterrence Theory, Supply Chain Security.

Abstract B074: Qualitative assessment of knowledge gaps and barriers to Hepatitis B and liver cancer screening in high-risk U.S. communities

Abstract Background: Up to 2.4 million people in the US live with chronic hepatitis B (HBV) infection (Wong et al., 2021). Foreign-born communities are most impacted, particularly those from Asia, the Pacific Islands, the Caribbean, and sub-Saharan Africa (Conners et al., 2023). Individuals with unmanaged HBV have a 15-40% lifetime risk of dying prematurely from cirrhosis or hepatocellular carcinoma (HCC) (McMahon, 2009). Low awareness, cultural norms, and misperceptions about HBV, HCC, and their connection contribute to low screening and care rates in affected communities. A more robust and comprehensive understanding of these barriers is needed to design effective awareness campaigns to improve HBV screening and care and prevent HCC. To this end, this study aimed to learn about existing knowledge and misconceptions about HBV and its relationship to HCC in high-risk communities, identify barriers to screening, and use the findings to develop effective communication strategies that raise awareness and dispel myths. Methods: Fifteen focus groups and two key informant interviews with community members, leaders, and public health experts were conducted to assess beliefs and attitudes about HBV and HCC and to identify preferred communication strategies. Results: The link between HBV and HCC remains poorly understood, and myths persist about the transmission and outcomes of both conditions. Multiple barriers to HBV and HCC screening exist, including concerns about insurance and immigration status, language barriers, cultural and religious beliefs, lack of general health literacy, lack of resources to cope with a positive diagnosis, widespread distrust of Western medicine, and fear of stigma and isolation. Ideas for effective communication methods included employing community health educators, primary care providers, ethnic media outlets and personal testimonials for delivery of information, and tailoring communications by community, age, and gender. These findings were used to create a suite of culturally and linguistically appropriate educational materials for use in each of twelve communities. Conclusions: Many challenges to increasing screening persist in groups most impacted by HBV and HCC, including a need for increased awareness about their connection. Community engagement is essential to overcoming these challenges, as are specific, targeted messaging and dissemination to improve the uptake of HBV screening and management. Behavioral and Social Science: Community-based Participatory Research Citation Format: Beatrice Zovich, Fiona Borondy-Jenkins, Suzanne Block, Kate Moraras, Thomas Chen, Chari Cohen. Qualitative assessment of knowledge gaps and barriers to Hepatitis B and liver cancer screening in high-risk U.S. communities [abstract]. In: Proceedings of the 17th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2024 Sep 21-24; Los Angeles, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2024;33(9 Suppl):Abstract nr B074.

‘Trust the messenger’: Public trust in sources of information on COVID-19

Abstract A key lesson of the coronavirus pandemic was the importance for pro-social behaviour of popular trust in key information sources. Yet existing studies rarely consider the role of people’s trust in a range of different information sources, and the relationship between such trust and particular attitudes and behaviours among individuals. This study goes beyond the general mantra that ‘trust matters’ and explores more specific effects, relating to trust in particular actors and for particular outcomes. Based on a survey fielded on a representative sample of the British population conducted towards the end of the pandemic, we find evidence that people’s coronavirus attitudes and behaviours are particularly related to their trust in scientific experts and, in some cases, to their trust in local councils. However, trust in these actors is not uniformly associated with people’s coronavirus beliefs and actions. This suggests that the link between people’s trust and their pro-social attitudes and behaviours is often specific rather than general. The results hold important implications for the design of effective public communication strategies in the event of any future health emergency.

“It’s Your Body and Your Life:” Formative Audience Research to Develop a Sexual Health Campaign with Youth of Color

Young people account for over half of new STI cases and youth of color face increased sexual health disparities. In partnership with Fact Forward, researchers conducted qualitative formative audience research to develop a culture-centered health communication campaign to increase access to and use of sexual health services among youth of color in South Carolina. Grounded in a reproductive justice theoretical framework, this study employed innovative strategies, including training youth ambassadors to moderate peer-to-peer focus groups. A total of 134 participants were recruited for the study with 51 individuals participating in 9 focus groups and 83 respondents completing a web-based survey (ages 15-24). Qualitative data analyses used Nvivo 1.5.1. Statistical analyses used R Studio®. Findings revealed barriers including lack of education about risks. Participants identified dimensions of inequity and the importance of intersectional messaging to address intimacy, sexuality, and trust. They emphasized normalizing conversations about sexual health and the need for important others “in your corner” to provide support. Participants suggested an empowering storytelling approach to reduce shame surrounding sexual health services. Social media emerged as an optimal communication channel. UNC Perceived Message Effectiveness (PME) Scale scores ranged from 4.42 to 4.57 (out of 5) indicating that messages were well received by participants. Sex-positive campaign messaging focused on self-love, empowerment, and taking control of sexual health. This study offers practical suggestions to develop effective communication strategies to reach youth of color to increase use of sexual health services, including contraceptive counseling, STI prevention, screening, and treatment.