Abstract
This study investigates health-promoting messages in British and Saudi officials' social-media discourse during the Coronavirus Disease 2019 (COVID-19) Pandemic. Taking discourse as a constructivist conception, we examined the crisis-response strategies employed by these officials on social media, and the role of such strategies in promoting healthy behaviors and compliance with health regulations. The study presents a corpus-assisted discourse analysis of the tweets of a Saudi health official and a British health official that focuses on keyness, speech acts, and metaphor. We found that both officials utilized clear communication and persuasive rhetorical tactics to convey the procedures suggested by the World Health Organization. However, there were some differences in how the two officials used speech acts and metaphors to achieve their goals. The British official used empathy as the primary communication strategy, while the Saudi official emphasized health literacy. The British official also used conflict-based metaphors such as war and gaming, whereas the Saudi official used metaphors that reflected life as a journey interrupted by the pandemic. Despite these differences, both officials utilized directive speech acts to tell audiences the procedures they should follow to achieve the desired conclusion of healing patients and ending the pandemic. In addition, rhetorical questions and assertions were used to direct people to perform certain behaviors favored. Interestingly, the discourse used by both officials contained characteristics of both health communication and political discourse. War metaphors, which were utilized by the British Health official, are a common feature in political discourse as well as in health-care discourse. Overall, this study highlights the importance of effective communication strategies in promoting healthy behaviors and compliance with health regulations during a pandemic. By analyzing the discourse of health officials on social media, we can gain insights into the strategies employed to manage a crisis and effectively communicate with the public.