Fighting the tide: How U.S. health organizations use Twitter to address the opioid crisis.

Paper presented at the 102nd Annual Association for Education in Journalism and Mass Communication (AEJMC) Conference, Toronto, Ontario, Canada.

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual of tweets can achieve the most effective communication for opioid epidemic including text characteristics, perceived discrete emotion and visual components of images. This study found out that compared to fear, inducing sadness and hope can be more effective in motivating more public engagement.

Hyoyeun Jun  Youngji Seo  Andrea Briscoe  Bartosz Wojdynski 

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