Dr Karolina Brylska received a grant for the project "Rhetoric of experts. Persuasiveness of media messages of medics during the COVID-19 pandemic in Poland" in the New Ideas competition of the “Excellence Initiative - Research University”. The study will be conducted in collaboration with the Laboratory of Media Studies team.
The The project aims to find an empirically verified formula for persuasively effective statements by experts in social media during the global health crisis. Scientists and medics are the crucial pillar of the fight against the pandemic, not only in the diagnostic and therapeutic but also in educational terms. On the other hand, the Internet is an essential source of knowledge for citizens about the pandemic. That is why the messages created by experts in social media are crucial for the effective fight against the pandemic in the informational dimension and should be effective in persuasion. The project is therefore vital for science and society.
The research questions posed in the project are: (1) How - in terms of form and content - are the messages of experts in social media on vaccination against COVID-19 structured? (2) What types of messages on vaccination against COVID-19 are published by experts on social media? (3) What type of expert announcement is persuasive for the COVID-19 vaccination sceptics?
The project is interdisciplinary and involves the triangulation of research methods and techniques, and will cover both the analysis of experts' messages published in social media and the study of the reception of particular types of content using declarative methods and biometric measurements (face tracking and eye tracking) enriched with a behavioural element.
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