EU digital communication strategy during the COVID-19 vaccination campaign: Framing, contents and attributed roles at stake

Abstract

If in recent years the European Union (EU) has had to face complex and multifactorial “poly-crises” (such as Brexit, refugees or the euro), the pandemic caused by COVID-19 has been an unprecedented event on a global scale with important implications at all levels. Indeed, it has reinforced public health issues aimed at protecting the population as nodal elements of the policies implemented by this organization. This research aims to analyze the different organizational communication strategies on Twitter implemented by the main EU institutions during the COVID-19 vaccination campaign, in order to examine the presence of this exceptional milestone. This study has been carried out using an eminently quantitative methodology, based on a content analysis to quantify the different variables and indicators established for the publications of the official profiles of the European Commission, the European Parliament and the European Council. The proposed categories focus on exploring their predominant thematic areas, as well as main purposes/attributed functions. In the light of the results obtained, it is concluded that the vaccination campaign is a milestone with a considerable volume of publications by all profiles. However, among the attributed functions, the distribution of aseptic information has been predominant, which is why it is discussed whether these institutions have sufficiently taken advantage of the possibilities offered by the digital environment of Twitter for the dissemination of the European message.