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 Hudson  Bartosz Wojdynski 

Related Research


Will humor increase the effectiveness of human papillomavirus (HPV) advertising? Exploring the role of humor, STD information, and knowledge

Abstract: In this research, we seek to provide effective message strategies to communicate stigma associated health issues such as the human papillomavirus (HPV), by exploring the roles of humor, STD […]

Hye Jin YoonSung In Choi
read more
Bridging the Fear and Hope: A Smartphone Eye-Tracking Examination of the Effects of Hope in Fear-based Health Messages

Abstract: This study used a smartphone eye-tracking approach to examine understudied areas in health communication – hope in fear appeal – when people are exposed to differential emotional shifts with fear […]

Bartosz WojdynskiYoungji Seo
read more