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How Do Multiple Actors Conduct Science Communication About Omicron on Weibo: A Mixed-Method Study

Author

Listed:
  • Jinghong Xu

    (School of Journalism and Communication, Beijing Normal University, China)

  • Difan Guo

    (School of Journalism and Communication, Beijing Normal University, China)

  • Jing Xu

    (School of Journalism and Communication, Beijing Normal University, China)

  • Chang Luo

    (School of Media and Design, Beijing Technology and Business University, China)

Abstract

This article explores science communication about Omicron on Weibo by eight actors from November 2021 to June 2022. Regarding the themes of vaccines, symptoms, and medicines, we examined the actors’ communication with content analysis, presented the interactions of different actors using social network analysis, and assessed the impact of weibos on public sentiment using SnowNLP and descriptive statistics. The results showed that scientists are still the most important actors, focusing on science issues and using contrasting and contextual frames. Central-level media play an essential mediating role, relaying scientific knowledge. Science communication on Weibo had a positive impact on public sentiment.

Suggested Citation

  • Jinghong Xu & Difan Guo & Jing Xu & Chang Luo, 2023. "How Do Multiple Actors Conduct Science Communication About Omicron on Weibo: A Mixed-Method Study," Media and Communication, Cogitatio Press, vol. 11(1), pages 306-322.
    • Handle: RePEc:cog:meanco:v11:y:2023:i:1:p:306-322
    DOI: 10.17645/mac.v11i1.6122
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    References listed on IDEAS

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    1. Janet Z. Yang & Haoran Chu, 2018. "Who is afraid of the Ebola outbreak? The influence of discrete emotions on risk perception," Journal of Risk Research, Taylor & Francis Journals, vol. 21(7), pages 834-853, July.
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    Cited by:

    1. Julia Metag & Florian Wintterlin & Kira Klinger, 2023. "Editorial: Science Communication in the Digital Age—New Actors, Environments, and Practices," Media and Communication, Cogitatio Press, vol. 11(1), pages 212-216.
    2. Julia Metag & Florian Wintterlin & Kira Klinger, 2023. "Editorial: Science Communication in the Digital Age—New Actors, Environments, and Practices," Media and Communication, Cogitatio Press, vol. 11(1), pages 212-216.
    3. Yu, Lisai & Li, Yuhang & Wu, Chenghui, 2025. "Cancer framing and psychological characteristics in online cancer diaries: A mixed-methods study in China," Social Science & Medicine, Elsevier, vol. 377(C).
    4. Zhijian Li & Tian Dong, 2025. "Exploring the Mental Health Benefits of Urban Green Spaces Through Social Media Big Data: A Case Study of the Changsha–Zhuzhou–Xiangtan Urban Agglomeration," Sustainability, MDPI, vol. 17(8), pages 1-26, April.
    5. Jinghong Xu & Shuhua Zhou & Difan Guo, 2026. "How do multiple Chinese actors conduct environmental communication on World Environment Day (2013–2022): a mixed-methods study," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 13(1), pages 1-12, December.

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