Digital technology and health advocacy on Covid-19: a case study of Twitter handles of the World Health Organization and Ministry of Health of India

Abstract

The article has intended to study the action of Twitter-based media advocacy promoted by the Ministry of Health (MOH) of the Government of India, and World Health Organization (WHO) during the Covid-19 pandemic. Its goal was to assess the degree of the WHO and MOH's media campaigning for Covid-19, as well as the public's perception of this advocacy. In this regard, mixed methods have been used for data collection where a survey has been conducted with 125 respondents, who use Twitter, from Kolkata (India) with the help of random sampling. A content analysis of two well-known Twitter accounts was conducted, which helped to reflect the current trends that they follow. The findings of this research have reflected the choice of medium preferred by the respondents for receiving news and information during the Covid-19 pandemic. It has also helped to identify the Twitter handles and tweets they mostly follow and thereby the major factors influencing their choice. The outcome of this research has helped to study whether Twitter can be used for institutionalized health communication or not in the future.