Meaningful messaging: Sentiment in elite social media communication with the public on the COVID-19 pandemic

Abstract

A new study finds how tone in elite messaging affects information spread and public reaction on social media during the pandemic. Elite messaging plays a crucial role in shaping public debate and spreading information. We examine elite political communication during an emergent international crisis to investigate the role of tone in messaging, information spread, and public reaction. By measuring tone in social media messages from members of the U.S. Congress related to the COVID-19 pandemic, we find clear partisan differences and a differential impact of tone on message engagement and information spread. This suggests that even in the midst of an international health crisis, partisanship and emotional rhetoric play a critical part in elite communications and contribute to the attention messages receive. The messaging on COVID-19 is polarized and fractured. The valenced messaging provokes divergence in public engagement, reaction, and information spread. These results have important implications for studies of representation, public opinion, and how government can effectively engage individuals in emergent situations or pivotal moments.