Images Connect Us Together: Navigating a COVID-19 Local Outbreak in China Through Social Media Images

Abstract

Social media images, curated or casual, have become a crucial component of communicating situational information and emotions during health crises. Despite its prevalence and significance in informational dissemination and emotional connection, there lacks a comprehensive understanding of visual crisis communication in the aftermath of a pandemic which is characterized by uncertain local situations and emotional fatigue. To fill this gap, this work collected 345,423 crisis-related posts and 65,376 original images during the Xi'an COVID-19 local outbreak in China, and adopted a mixed-methods approach to understanding themes, goals, and strategies of crisis imagery. Image clustering captured the diversity of visual themes during the outbreak, such as text images embedding authoritative guidelines and "visual diaries" recording and sharing the quarantine life. Through text classification of the post that visuals were situated in, we found that different visual themes highly correlated with the informational and emotional goals of the post text, such as adopting text images to convey the latest policies and sharing food images to express anxiety. We further unpacked nuanced strategies of crisis image use through inductive coding, such as signifying authority and triggering empathy. We discuss the opportunities and challenges of crisis imagery and provide design implications to facilitate effective visual crisis communication.