Research On The Impact Of Media Information Expression Strategies On Citizen Altruistic Behavior Willingness In Response To Public Health Emergencies

COVID-19 is a huge challenge to the global response to public health emergencies.It is a typical and representative test of humanity’s ability to manage risks and manage emergencies.In response to public health emergencies,the potential power of the 1.4billion Chinese people needs to be tapped.The public should not only be protected,but also be active participants,working with the government,enterprises and social organizations to overcome difficulties.The altruistic behavior of individual citizens not only helps slow the spread of the epidemic,but also makes up for the lack of government and social power,alleviates the pressure of prevention and control,and makes the epidemic prevention work more effective and efficient.If the altruism of nearly 1.4 billion citizens can be galvanised,it will build a strong front for the response,including public health emergencies.In addition,the physical isolation from the real world during public health emergencies creates an unprecedented level of "media dependence".Media can convey relevant information in the first time and guide the public to take corresponding actions in a timely manner.They can also form more collectivized actions through community effect,which is a key link to deal with emergencies and guide public behavior.In this paper,based on China’s national conditions and the situation of responding to the COVID-19 epidemic,in terms of information expression,on the one hand,we inherit the classical information language strategy variable--information framework;on the other hand,we introduce another language strategy variable--information objective,which has practical significance in the context of altruistic behavior.In terms of the research model,an information-cognition-behavior research model is constructed by considering the internal and external norms as well as the perceptual and rational driving levels.In terms of research methods,standardized experimental methods were adopted,and the topic of altruistic behavior guided information was selected.Inter-group experiment 2(information frame: loss/gain)*2(information target:others/self)was designed.The following questions are to be investigated and answered:First,do different information expression strategies have different effects on citizens’ altruistic behaviors? Which strategy works best? Second,what is the cognitive pathway behind the significant influence of different information expression strategies on citizens’ altruistic behaviors? Third,how to use the above research results to guide management practices to optimize information strategies to promote citizens’ altruistic behavior? How to promote the implementation of citizen altruistic behavior from both external stimulation and internal identification?The following conclusions are drawn from the proposed research questions:(1)there is no significant difference in compliance behavior under different information strategies;(2)Social norms and individual norms are significantly positively correlated with the willingness to comply with cooperative behavior.(3)There are significant differences in helping behaviors under different information strategies.The emphasis on "other-gain" can promote the willingness of helping behavior.(4)Different information expression strategies affect individuals’ altruistic behavior intentions by influencing individual norms and social norms,that is,following the logical path of information-cognition-behavior."Other-acquisition" strategy stimulates individuals’ behavioral willingness to help by evoking "individual norms",that is,individual norms play a partial mediating role in "other-acquisition" and behavioral willingness to help.(5)Both social norms and individual norms positively affect people’s behavioral willingness to help;(6)"Self-acquisition" information strategy can effectively activate the social norms of helping others;(7)Individual norms play a partial mediating role between social norms and altruistic behavior intentions,and social norms are partially transformed into individual norms and then affect citizens’ altruistic behavior intentions;(8)Educational background,income and altruistic behavior intention were significantly positively correlated;Taking COVID-19 as an example,this paper considers the influence of media information expression strategies on citizens’ willingness to behave altruistically in response to public health emergencies,which has reference significance for better response to similar public emergencies in the future,and also has certain enlightenment for understanding and thinking about public health governance and public security issues.At the same time,there are also many deficiencies in the research.Future research can try to make breakthroughs from other perspectives,or study the dynamic change process of behavioral intention.In terms of research methods,more accurate text grabbing strategies can be used to optimize the experimental text content.