PUBLIC RESPONSES TO MULTI-PHASED FEAR AND PRO-SOCIAL EMOTIONAL APPEALS FROM THE SOUTH AFRICAN GOVERNMENT’S COVID-19 HEALTH COMMUNICATION STRATEGIES

Globally, using emotional appeals as communication strategies to influence public behavioural change has been popular for containment of the COVID-19 pandemic. Research shows that the uptake of health messaging is often partly influenced by audience responses to emotional appeal strategies employed. This study assessed responses by South African audiences to COVID-19 emotional appeal messages. The Extended Parallel Process Model (EPPM) was applied. A quantitative survey analysed responses of over 1000 participants. Results indicate that government officials used a tailored and mixed multi-phased communication strategy mirroring fear and pro-social appeal messages to the intensity of recurring multiple COVID-19 waves. The most recurring emotional responses by participants were concern, worry and sadness, conversely gloom and surprise. This study provides insight into effective, audience-responsive messaging for longstanding health crises by health promotion organisations including governments.