Strategic exploration of the COVID-19 prevention campaign message: based on South Koreans’ perception type

Abstract

Abstract Background Many questions have been raised in the ongoing battle against COVID-19: How does the public perceive the COVID-19 prevention campaign as a member of the community?; What made the perception of the experts and the public on COVID-19 change from ‘simple’ to ‘serious’ epidemic?; What is the risk perception on health?; and what are the effective messages of the government’s campaign about disease prevention? As such, this study aimed to examine the perception of the public about the government’s campaign against COVID-19. Moreover, this study investigated the more effective messaging strategies for the campaign through subjective values, thoughts, and attitudes about the information dissemination, which became the basis for the degree of people’s participation in the disease prevention campaign.  Method  In order to investigate the public perception on the campaign messages that are promoted by the government for prevention of COVID-19, this study implemented the Q methodology that studies subjective attributes of humans, unlike existing empirical studies. The Q methodology is an approach that endeavors to discover complex issues in human subjectivity through empirical studies. In order to determine the factors that trigger people’s voluntary and active practices and the motivation for disease prevention, the Q methodology is implemented to examine human subjectivity, thoughts, and attitudes. When it comes to the disease prevention campaigns that require strong civic awareness as members of the society, the rationale that induces people to participate in the campaign voluntarily and actively is based on their subjectivities, such as values, thoughts, and thinking. The voluntary awareness and behavior of the public campaign participants are based on their subjective perception about the given message. Results In this study, it was ascertained that there were four different types of perceptions among Koreans on the message of the COVID-19 prevention campaign. The four perceptions are as follows: Type 1 is ‘the social threat caused by people with COVID-19 related symptoms;’ Type 2 is ‘the relational measures through personal hygiene;’ Type 3 is ‘the dependence on the social system due to the disease;’ and Type 4 is ‘the avoidance of the symptoms caused by human contact.’ Conclusion As a result of this study, it was possible to draw a correlation between people’s perception of the campaign message for COVID-19 prevention and campaign messages. The response method of the campaign message must be differentiated according to the type of people’s perception of the disease prevention campaign, and the message development required by stages. The different characteristics of each type are clearly explained by keywords: symptomatic person for Type 1, personal hygiene for Type 2, social system for Type 3, and etiquette for Type 4. Type 1 perceived the messages about symptomatic persons as important to prevent the disease spread in the community whereas Type 2 tried to protect themselves from physical threats by developing proactive prevention through personal hygiene management prior to infection. Type 3 responded actively by relying on social systems, such as medical institutions or management organizations, while Type 4 positively responded to the messages related to etiquette that allowed them to avoid virus infection caused by contact with others.