以CERC模型探討衛生福利部在COVID-19疫情下的社群媒體傳播策略

本文旨在分析COVID-19疫情期間，衛福部如何使用社群媒體與民眾溝通，及衛福部在社群媒體上採用何種傳播策略向民眾傳遞疫情資訊，最後探討民眾對於不同疫情危機事件和傳播策略的反應。研究以在臺灣發生的三起重大群聚事件，部桃醫院群聚事件、Alpha本土感染事件及Omicron本土感染事件為對象，運用Reynolds與Seeger的危機與緊急風險傳播模型（CERC），搭配敘述統計、卡方檢定、Kruskal-Wallis H檢定及Mann-Whitney U檢定進行分析。研究發現COVID-19疫情期間，衛福部Facebook粉絲團的發文頻率與防疫政策及疫苗接種程度有關，而衛福部在貼文標籤使用上以傳遞感謝醫護人員資訊為主。在卡方分析部份，衛福部於部桃危機使用「降低不確定策略」比例明顯高於其他危機；在Alpha危機使用「安心策略」比例明顯高於其他危機；在Omicron危機則是使用「效能策略」之次要策略「個人預防措施」比例明顯高於其他危機。此外，在無母數分析部份，民眾集中於針對Alpha危機貼文傳遞表情符號與留言，及集中分享Omicron危機貼文，而民眾亦集中對「降低不確定策略」貼文進行留言與分享。研究最後將上述結果進行文獻討論，並提出衛福部Facebook粉絲團的經營問題與建議改善之方式。

關鍵字

社群媒體；危機與緊急風險傳播；衛福部；新冠肺炎；傳播策略

並列摘要

This study aimed to analyze how the Ministry of Health and Welfare (MOHW) uses social media to communicate with the public during the COVID-19 pandemic; discussed the communication strategies adopted by the MOHW; and explored the public’s response to different pandemic crisis events and communication strategies. The study focused on three major cluster events in Taiwan, namely local cluster at Taoyuan General Hospital, local cluster caused by the Alpha variant, and local cluster caused by the Omicron variant. Crisis and Emergency Risk Communication Model proposed by Reynolds and Seeger,descriptive statistics, Chi-squared test, Kruskal-Wallis H test, and Mann-Whitney U test were used for analysis. The results revealed that during the COVID-19 pandemic, the frequency of posting by the MOHW on their Facebook fan page was related to pandemic prevention policy and vaccination rate. The MOHW mainly used hashtags to convey their gratitude to the medical staff. In terms of the Chi-squared test, "Uncertainty Reduction Strategies" were used significantly more frequently in response to local cluster at Taoyuan General Hospital than other cluster events. "Reassurance Strategies" were used significantly more frequently in response to the local cluster caused by the Alpha variant than other cluster events. "Personal Prevention Measures"—the secondary strategy of "Efficacy Stragies"—was used significantly more frequently in response to the local cluster caused by the Omicron variant than other cluster events. In terms of the nonparametric test, the public focused on leaving emojis and comments under the post about the Alpha variant crisis, sharing the post about the Omicron variant crisis, and leaving comments under and sharing the post about "Uncertainty Reduction Strategies". Finally, this study conducted a literature review on the aforementioned results, identified the problems with the operation of the MOHW’s Facebook fan page, and proposed suggestions for improvement.