Public sector’s misinformation debunking during the public health campaign: a case of Hong Kong

Rui Zhu, Xinzhi Zhang*

*Corresponding author for this work

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

1 Citation (Scopus)

Abstract

For a public health campaign to succeed, the public sector is expected to debunk the misinformation transparently and vividly and guide the citizens. The present study focuses on COVID-19 vaccine misinformation in Hong Kong, a non-Western society with a developed economy and sufficient vaccine supply but high vaccine hesitancy. Inspired by the Health Belief Model (HBM) and research on source transparency and the use of visuals in the debunking, the present study examines the COVID-19 vaccine misinformation debunking messages published by the official social media and online channels of the public sector of Hong Kong (n = 126) over 18 months (1 November 2020 to 20 April 2022) during the COVID-19 vaccination campaign. Results showed that the most frequently occurring misinformation themes were misleading claims about the risks and side effects of vaccination, followed by (non-)effectiveness of the vaccines and the (un)-necessity of vaccination. Among the HBM constructs, barriers and benefits of vaccination were mentioned the most, while self-efficacy was the least addressed. Compared with the early stage of the vaccination campaign, an increasing number of posts contained susceptibility, severity or cues to action. Most debunking statements did not disclose any external sources. The public sector actively used illustrations, with affective illustrations outnumbering cognitive ones. Suggestions for improving the quality of misinformation debunking during public health campaigns are discussed. © The Author(s) 2023. Published by Oxford University Press. All rights reserved.
Original languageEnglish
Article numberdaad053
Number of pages11
JournalHealth Promotion International
Volume38
Issue number3
Online published3 Jun 2023
DOIs
Publication statusPublished - Jun 2023
Externally publishedYes

Funding

This work is supported by the General Research Fund (GRF) from the Research Grants Council (RGC) of the Hong Kong SAR (no. 12602420), and the funding of the Department of Journalism, Hong Kong Baptist University.

Research Keywords

  • public sector
  • COVID-19 misinformation intervention
  • visual elements
  • health belief model
  • debunking

Fingerprint

Dive into the research topics of 'Public sector’s misinformation debunking during the public health campaign: a case of Hong Kong'. Together they form a unique fingerprint.

Cite this