Holiday Tweets: A Qualitative Analysis of How Major Health Organizations Addressed Culture During the COVID-19 Pandemic

Abstract

This study examines COVID-19-related messages disseminated by major health and government organizations on Twitter during the overlapping holidays of Easter and Ramadan in 2022. Recognizing the importance of tailored health communication, the research focuses on the textual and visual content of tweets to understand how messages attend to diverse cultural, religious, and ethnic groups. Qualitative analysis of 382 Tweets revealed 3 Major Themes related to COVID-19 and Easter and 4 Major Themes associated with Ramadan. Easter-related tweets emphasized celebrating safely and the importance of vaccinations using science-based messaging, slang, and playful imagery. Ramadan-related tweets prioritized safety during religious practices, incorporating traditional symbols and religious references; countering vaccine-related myths; and social responsibility. The findings highlight culturally relevant health communication and tailoring messages to specific cultural contexts. The study contributes insights for public health organizations aiming to improve communication strategies during pandemics, fostering engagement, and addressing the unique needs of diverse populations.