Role of Mass Media in Raising Awareness During COVID-19 Pandemic: Key Informant Interviews Approach

Abstract

This study aims to identify the role of mass media in raising awareness during the COVID-19 pandemic in Riyadh, KSA. In this study, we use the qualitative key informant techniques in December 2021 to determine the role of mass media in raising awareness during the COVID-19 pandemic. Sixteen key informants (academic leaders (n=10) directors, (n =3), and healthcare providers (n=3) were selected by convenience sampling method. Virtual Zoom interviews ranged from 15 to 25 minutes and were recorded and coded for thematic content analysis. Most key informants concurred that social media and media press releases from the Ministry of Health (MOH), World Health Organization (WHO), and Center for Disease Control and Prevention (CDC) had a high-level impact on raising awareness during the pandemic; in contrast, YouTube, newspapers, and scientific publications had the least impact. Most key informants stated that social factors, the type of message, the delivery methods to the audience, and the unavailability of information about COVID-19 have the most significant influence on raising awareness during the pandemic. Most key informants noticed differences in the information about COVID-19 on social media and other media, especially the type of mask people should wear, how it spreads, and the signs and symptoms. In conclusion according to key informants, mass media significantly contributed to the increased public awareness of COVID-19 with different degrees of impact, as there are many factors, like social factors, affecting the role of mass media during the pandemic.  Misinformation is also closely related to social media. Therefore, health authorities should enhance the influence of mass media, particularly social media, to ensure the accuracy and currency of disease-related information.