Krizna komunikacija Svjetske zdravstvene organizacije: studija slučaja pandemije COVID-19

master's thesis

• Title (english): Crisis Communication of the World Health Organization: A Case Study of the COVID-19 Pandemic
• Author: Matej Fuček
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Krizne situacije u današnjem svijetu su neizbježne a neke mogu imati ozbiljan utjecaj na velik broj ljudi, poput pandemije bolesti COVID-19. Shvaćajući to, jasno je kako je za organizacije od velike važnosti razvijanje odgovora na krize, što najčešće podrazumijeva razvoj strateškog plana krizne komunikacije. Autori koji su se tom tematikom bavili u svojim radovima generalno se slažu; za uspješnu kriznu komunikaciju važno je imati jasan plan krizne komunikacije, osnivanje tima kojemu je zadaća provođenje iste, pravovremeno informiranje i konačno, oporavak organizacije u postkriznoj fazi. Što se tiče zdravstvenih kriza, spomenuto vrijedi još više, ponajviše zbog njihove prirode i osjetljivosti populacije na njih. U slučaju pandemije COVID-19, važna je distinkcija između eksternih i internih kriza pa se samim time i odgovor organizacije mora prilagoditi tome.
Ovaj rad analizira kriznu komunikaciju Svjetske zdravstvene organizacije tijekom pandemije COVID-19 primjenom metode analize sadržaja objava na Facebooku u zadanom vremenskom periodu i glavnom hipotezom pretpostavlja rast razine engagementa uz trend rasta dnevnog broja objava tijekom trajanja krizne situacije. Analizirano je 260 objava kroz 122 dana i time je provjerena glavna postavljena hipoteza uz pet pomoćnih hipoteza. Dobivenim rezultatima moguće je odgovoriti i na problemsko pitanje ovog rada i samim time saznati na koje je načine Svjetska zdravstvena organizacija komunicirala tijekom zdravstvene krizne situacije povezane sa širenjem bolesti COVID-19.

Abstract (english)

Crisis situations in today’s world are inevitable and some can have a serious impact on large numbers of people, such as the COVID-19 disease pandemic. Realizing this, it is clear that it is of great importance for organizations to develop a response to crises, which most often means the development of a strategic plan for crisis communication. Authors who have dealt with this topic in their works generally agree; for successful crisis communication it is important to have a clear plan of crisis communication, the establishment of a team whose task is to implement the same, timely information and finally, the recovery of the organization in the post-crisis phase. As far as health crises are concerned, this is applicable even more, mostly because of their nature and the sensitivity of the population to them. In the event of a COVID-19 pandemic, the distinction between external and internal crises is important and therefore the response of the organization must be adjusted accordingly.
This paper analyzes the crisis communication of the World Health Organization during the COVID-19 pandemic by applying the method of content analysis of posts on Facebook in a given time period and the main hypothesis assumes an increase in the level of engagement with increasing trend in daily number of posts during the crisis. 260 posts over 122 days were analyzed, thus evaluating the main hypothesis along with five auxiliary hypotheses. The obtained results make it possible to answer the central question of this paper and therefore to find out in what ways the World Health Organization communicated during the health crisis situation related to the spread of COVID-19 disease.

• Keywords: krizna komunikacija; kriza; Svjetska zdravstvena organizacija; COVID-19; Facebook
• Keywords (english): crisis communication; crisis; World Health Organization; COVID-19; Facebook
• Language: croatian
• URN:NBN: urn:nbn:hr:114:147298
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-01-26 09:35:57