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Minority ethnic older adults’ narratives about COVID-19 public health campaigns

Minority ethnic older adults’ narratives about COVID-19 public health campaigns

Yoon, Hyunsun ORCID: 0000-0001-5679-3335, Ylanne, Virpi and Olsen, Dennis (2022) Minority ethnic older adults’ narratives about COVID-19 public health campaigns. In: ENAS & NANAS Joint Conference: Narratives and Counter Narratives of Aging and Old Age: Reflexivity in Aging Studies, 29th September - 1st October 2022, Bucharest, Romania.

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This study explores minority ethnic older adults’ narratives about COVID-19 public health campaigns in the UK from March 2020 to the present. In this qualitative research from a multidisciplinary perspective, we aim to explore these older adults’ lived experiences, thoughts, feelings, stories, and reflections on the COVID-19 pandemic and multiple national lockdowns, with a special reference to the UK National Health Service (NHS) campaigns. Surveys have shown that minority ethnic groups faced a greater risk from COVID-19 than others and such risk was said to be driven by factors such as living arrangements and jobs rather than pre-existing health conditions. This is also the group who showed lower vaccine uptake in the early stage of the UK national vaccination programmes. It is therefore critical to understand their responses and perceptions of COVID-19 public health messaging. Based on 20 tele-depth interviews and 20 online, 1-2-1 in-depth interviews, our particular focus will be on minority ethnic older adults’ (N=40) responses and reflections on the use of emotions and language in NHS COVID-19 campaigns. The interview participants are from a range of ethnic backgrounds, levels of education, and employment status. Our presentation will offer preliminary findings from the interviews. Through the lens of advertising studies, psychology, and linguistics, the interview data is investigated using thematic and discourse analysis, in order to: 1) better understand how best to communicate with vulnerable groups in the society in times of crisis; and 2) to shed light on future public health message design and strategy.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: minority ethnic older adults; narratives; COVID-19 public health campaigns; UK
Subjects: H Social Sciences > H Social Sciences (General)
R Medicine > RA Public aspects of medicine
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Marketing Research Group (MRG)
Faculty of Business > Tourism Research Centre
Last Modified: 21 Feb 2023 10:32

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