Shanghai’s Community Risk Communication During COVID-19 Lockdown: A Deep Dive into Effectiveness and Challenges
The COVID-19 pandemic presented unprecedented challenges for urban centers worldwide. Shanghai’s strict lockdown in 2022 necessitated robust and effective communication strategies at the grassroots level to manage public health information and maintain social order. This in-depth analysis delves into the complexities of community risk communication during this period, examining resident satisfaction, the role of core residents, the impact of information quality, and the dissemination of specific pandemic information themes. The study draws on a combination of quantitative surveys assessing satisfaction levels and qualitative interviews with core resident participants to provide a comprehensive picture of communication dynamics within Shanghai communities.
A survey conducted during the lockdown revealed overall moderate satisfaction with community risk communication, averaging 2.70 on a satisfaction scale. While a majority of residents felt residents’ committees were active in disseminating information, primarily via WeChat groups, and found the overall amount of information sufficient, a significant portion also expressed concerns about insufficient frequency and coverage of information beyond basic nucleic acid testing updates. Information related to nucleic acids, outbreak prevention, and community outbreaks dominated the communication landscape, effectively addressing fundamental resident needs. However, proactive communication related to other critical areas, such as drug purchases, remained lacking, highlighting a crucial gap in information dissemination. This discrepancy between perceived adequacy and the desire for more proactive communication in specific areas underscored the need for a more nuanced and responsive approach to community risk communication.
The study explored three different communication models: direct communication from community organizations, communication solely through core residents, and a diverse model incorporating both. Interestingly, direct communication from community organizations yielded the highest satisfaction levels (3.32 average score), underscoring the public’s trust in official sources. While the involvement of core residents was anticipated to enhance communication in medium to large communities by alleviating the burden on community workers and improving dissemination efficiency, satisfaction with this model (2.97 average score) was lower than direct communication. This disparity suggests that communication effectiveness is potentially influenced by community size and the potential for information distortion and delayed feedback when routed through intermediaries. In smaller communities, direct communication from community managers through WeChat groups proved largely sufficient, diminishing the perceived need for core resident involvement.
Further investigation into the role of core residents, primarily young to middle-aged adults with higher education levels and diverse professional backgrounds, revealed their significant contributions. Core residents acted as vital links, bridging the communication gap between community management and residents, particularly in larger communities. They facilitated information flow, organized group purchases, and provided specialized assistance, leveraging their skills and social capital to address specific community needs. This diverse group, encompassing community workers, building managers, and volunteers, played a crucial role in navigating the complexities of the lockdown, demonstrating the power of community-led initiatives in crisis response. However, their involvement also introduced potential for information distortion and slower feedback, impacting resident satisfaction. In smaller communities, where direct communication proved more effective, the contribution of core residents was less prominent.
Regression analysis revealed that perceived information coverage and perceived response efficiency were key predictors of community communication satisfaction. While both factors contributed positively, perceived response efficiency exerted a stronger influence. This finding emphasizes the importance of timely and responsive communication in mitigating public anxiety and maintaining trust during crises. In the context of a semiclosed community WeChat group, delays in addressing resident concerns can amplify anxiety and erode trust in grassroots organizations. The data also suggest that the convenience of social media has raised public expectations for communication quality, demanding not just information dissemination but personalized and responsive management strategies.
Finally, an examination of the impact of different pandemic information themes on communication satisfaction revealed that information regarding “community supplies” held less sway than anticipated, likely due to the survey’s timing in the later stages of the lockdown. However, "nucleic acid information" emerged as the most critical theme, directly impacting residents’ lives and health. Information on "epidemic prevention measures" and "scientific information" also significantly influenced satisfaction, indicating the public’s desire for guidance and understanding in navigating the prolonged pandemic. The study emphasizes the importance of diverse information dissemination, cautioning against overreliance on single themes that may lead to information fatigue. The findings underscore the need for proactive, timely, and responsive communication that addresses the evolving information needs of the community, builds trust, and ultimately enhances the efficacy of public health measures. Furthermore, they highlight the valuable contribution of core residents, particularly in larger communities, and the need for strategies to mitigate potential information distortion and ensure efficient information flow.