Risk and crisis communication (RCC) is a complex constellation of multiple actors, platforms, and voices. It involves institutional actors but also laypeople. Participation by social media users can both facilitate and obstruct effective RCC. The present study draws on in-depth interviews with Swedish Facebook users, and explores motivational factors for lay participation in RCC in the context of vaccination utilizing Peter Dahlgren’s (2011) model. The contributions of this study are threefold. First, it identifies three dominant clusters of participation motivations: personal interest, information brokerage, and persuasion. Second, the results show that Facebook sociality is characterized by asynchronous communication, loops, and widespread hostility. Third, degrees of content visibility set up “zones of peace” (backstage, safe communication spaces) and “zones of fight” (frontstage, open sub-arenas where various views on vaccination are debated). Moreover, the study finds that these forms of sociality and levels of visibility can both strengthen and undermine user motivations.

中文翻译：

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“我怎么能保持安静？” 在 Facebook 上参与疫苗接种交流的动机

风险和危机沟通 (RCC) 是多个参与者、平台和声音的复杂组合。它涉及机构参与者，但也涉及外行。社交媒体用户的参与既可以促进也可以阻碍有效的 RCC。本研究利用对瑞典 Facebook 用户的深入访谈，并利用 Peter Dahlgren (2011) 模型探讨在疫苗接种背景下外行参与 RCC 的动机因素。这项研究的贡献有三方面。首先，它确定了三个主要的参与动机集群：个人兴趣、信息中介和说服。其次，结果表明 Facebook 社交的特点是异步通信、循环和广泛的敌意。第三，内容可见度设置“和平区”（后台，安全的交流空间）和“战斗区”（前台，开放的子竞技场，就疫苗接种的各种观点进行辩论）。此外，该研究发现，这些社交形式和可见度水平既可以增强也可以削弱用户的动机。