Persuasiveness of sources in the COVID-19 public health crisis

Tutkimuksessa selvitettiin mitkä tekijät vaikuttavat yksilöiden informaation tarpeisiin, informaation prosessointiin ja arvioimiseen koronavirusepidemian aikana. Toisin sanoen, tutkimuksessa kysyttiin, mitkä lähteet olivat keskeisimpiä ja vaikuttavimpia koronaepidemiaa ja hengityssuojaimia koskevan...

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Main Author: Körkkö, Laura
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2021
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/75943
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author Körkkö, Laura
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Körkkö, Laura Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Körkkö, Laura Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Körkkö, Laura
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description Tutkimuksessa selvitettiin mitkä tekijät vaikuttavat yksilöiden informaation tarpeisiin, informaation prosessointiin ja arvioimiseen koronavirusepidemian aikana. Toisin sanoen, tutkimuksessa kysyttiin, mitkä lähteet olivat keskeisimpiä ja vaikuttavimpia koronaepidemiaa ja hengityssuojaimia koskevan tiedon suhteen. Lisäksi valittujen lähteiden lähdeluotettavuuden muodostumista tarkasteltiin. Työn teoreettinen pohja rakentui Elaboration Likelihood mallista, erityisesti periferisistä vihjeistä, kuten luotettavuudesta (Dillard & Shen, 2013; Petty & Caccioppo, 1986), kriisiviestinnän roolista (Coombs 2020, 2014; Ulmer, Sellnow & Seeger, 2018), sekä tunteiden merkityksestä paitsi informaation prosessoinnissa, myös yksilöiden käyttäytymisessä (e.g., Witte, Meyer & Martell, 2001). Havainnoitava aineisto puolestaan koostui kahdestakymmenestä joulukuussa 2020 ja tammikuussa 2021 toteutetusta episodisesta haastattelusta. Haastatteluihin osallistuvat olivat opiskelijakuntien tai ylioppilaskuntien viestintävastaavia tai puheenjohtajia. Tulosten perusteella näyttää siltä, että keskeisimmät lähteet koskien tietoa epidemiasta ja hengityssuojaimista olivat Yle, THL, sekä läheiset ihmiset, viitaten ystäviin, perheenjäseniin sekä kollegoihin. Lähdeluotettavuuden muodostumisessa puolestaan asiantuntijuus, auktoriteetti ja luottamuksen arvoisuus nähtiin merkittävinä tekijöinä. Yksilöiden tiedonhaku puolestaan muuttui epidemian myötä. Epidemian alkuvaiheessa informaatiota etsittiin myös rutiininomaisten lähteiden ulkopuolelta. Epidemian edetessä informaatiotulvan nähtiin kuitenkin osittain johtavan uupumukseen ja tiedon välttelyyn, minkä seurauksena käyttäytymistä muutettiin. Tiedon etsimistä ei koettu tarpeelliseksi, vaan tieto tuotiin yksilöiden luokse, halusivatpa nämä sitä tai eivät, joko teknologioiden tai esimerkiksi lähipiirin kautta. Tutkimuksen tulokset korostavat tarvetta kriisiviestinnän moninaisille rooleille, jotka eivät rajoitu ajankohtaisen informaation jakamiseen. This thesis aimed to clarify features contributing to individuals’ informational needs, processing, as well as estimation of the credibility of specific sources during the coronavirus epidemic in Finland. In other words, the study looked at which sources were the most pivotal, as well as most influential in terms of information concerning the coronavirus epidemic and face masks. In addition, cues of source credibility were identified. The theoretical foundation relied on persuasive communication and Elaboration Likelihood Model, especially on the peripheral cues (Dillard & Shen, 2013; Petty & Caccioppo, 1986), such as source credibility (Lucassen & Schraagen, 2013), and crisis communication literature (e.g., Coombs 2020, 2014; Ulmer, Sellnow & Seeger, 2018), including the role of emotions during crises (e.g., Witte, Meyer & Martell, 2001). The data in this study consisted of twenty episodic interviews conducted in late December 2020 and in early January 2021. Chosen for their impact and reach among their peers, the interviewees were stu-dents responsible for communication in student unions or chairmen of student unions. The results suggest that the most prominent sources for COVID-19 related information during the pandemic in Finland were legacy media (Yle), health research authorities (THL) and friends, family, and colleagues. Whereas source credibility was seen to consist of expertise, authority, as well as trustworthiness, confirming previous theories on the topic. The results show that individuals’ information seeking behavior changed as the epidemic proceeded. It began with a great motivation and need for knowledge, even beyond routine sources. Later on, however, information overflood was partly regarded to lead to fatigue, and information avoidance by some. Results also partly confirmed what the Elaboration Likelihood Model suggested in terms of credibility being a central peripheral cue. The study results highlight the need for crisis communication that reaches beyond mere information sharing and updating.
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spellingShingle Körkkö, Laura Persuasiveness of sources in the COVID-19 public health crisis emergency communication source credibility Viestinnän johtaminen Corporate Communication 2043 riskiviestintä viestintä kriisiviestintä suostuttelu COVID-19 uskottavuus tiedonlähteet risk communication communication crisis communication persuasion credibility information sources
title Persuasiveness of sources in the COVID-19 public health crisis
title_full Persuasiveness of sources in the COVID-19 public health crisis
title_fullStr Persuasiveness of sources in the COVID-19 public health crisis Persuasiveness of sources in the COVID-19 public health crisis
title_full_unstemmed Persuasiveness of sources in the COVID-19 public health crisis Persuasiveness of sources in the COVID-19 public health crisis
title_short Persuasiveness of sources in the COVID-19 public health crisis
title_sort persuasiveness of sources in the covid 19 public health crisis
title_txtP Persuasiveness of sources in the COVID-19 public health crisis
topic emergency communication source credibility Viestinnän johtaminen Corporate Communication 2043 riskiviestintä viestintä kriisiviestintä suostuttelu COVID-19 uskottavuus tiedonlähteet risk communication communication crisis communication persuasion credibility information sources
topic_facet 2043 COVID-19 Corporate Communication Viestinnän johtaminen communication credibility crisis communication emergency communication information sources kriisiviestintä persuasion risk communication riskiviestintä source credibility suostuttelu tiedonlähteet uskottavuus viestintä
url https://jyx.jyu.fi/handle/123456789/75943 http://www.urn.fi/URN:NBN:fi:jyu-202105253201
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