Kampania społeczna jako narzędzie rządowego komunikowania kryzysowego w mediach społecznościowych w pierwszym roku pandemii COVID-19 w Polsce
Social Campaign as a Tool for Government Crisis Communication in Social Media in the First Year of the COVID-19 Pandemic in Poland

Summary/Abstract: The aim of the article is to identify the social campaign used as a tool for government crisis communication in social media in the first year of the COVID-19 pandemic in Poland and to attempt to analyse and evaluate the information provided through advertising spots dedicated to the COVID-19 pandemic in the light of Internet users’ opinions. Quantitative and qualitative research methods were used, including source studies, media content analysis, desk research and case study. The authors put forward the thesis that by means of selected spots aired as part of the social campaign conducted by the Ministry of Health, during the first year of the pandemic in Poland (from March 4, 2020, to March 4, 2021), this Ministry tried to inform and educate the public about safety and public health measures implemented to reduce the spread of the COVID-19 virus. The results of the research showed the government’s lack of experience in using new media channels in crisis communication, which caused a fierce public discourse in social media, for which the rulers were not prepared. The discourse in Polish society, emerging from the comments of users of selected social media on the information provided through advertising spots dedicated to the COVID-19 pandemic, stimulates and encourages action, arousing anxiety due to the disruption of the established information order. We can discuss its potential to generate changes, on condition that social information campaigns are carefully prepared.

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