Social media and COVID-19: A global study of digital crisis interaction among Gen Z and millennials

Abstract

The COVID-19 pandemic is revealing that global big tech platforms and social media are core sites for continuous engagement with crisis content for young citizens. This study included twenty-four countries from all continents at the time of the heightened COVID-19 crisis, and our survey targeted 18-40 year olds, Millennials and Gen Zs – overall n = 23,483 respondents. Outcomes show that for young citizens across continents, crisis communication is not just about press briefings. Instead, crisis communication is continuous interaction and engagement across their multiple source environments. Young citizens navigate social media, national media, search sites and messaging apps, they engage with peer communities, science and health experts and – across all countries – substantially with the social media content of the World Health Organization (WHO). Overall, they create their own individual crisis narrative based on the sources they use and the insights they select. This report outlines these new crisis communication dimensions within a transnational social media space and offers numerous suggestions for incorporating social media in crisis response strategies.