More collaboration, less seriousness: Investigating new strategies for promoting youth engagement in government-generated videos during the COVID-19 pandemic in China

Effectively engaging citizens during crises is critical for governments to disseminate timely information and help the public to adjust to the constantly changing conditions. In particular, promoting youth engagement not only enhances crisis awareness and resilience among the young generation, but also has a positive impact on youths' social participation and responsibility. With the increasing popularity of online video services, leveraging online videos to disseminate authoritative information has become a method widely adopted by government. To enhance youth awareness and engagement, two new video-based crisis communication strategies have been utilized on a popular youth-targeted video platform Bilibili in China: creating recreational videos such as animation and music videos, and collaborating with individual video-uploaders in video making. However, their impacts and results are largely unknown, which motivates our study. Guided by Entertainment Education (EE) and Collaborative Governance (CG), we report, to our best knowledge, the first systematic study on how recreational video category and government-citizen collaboration would influence youth engagement focusing on 3347 COVID-19-related government-generated videos on Bilibili. This study reveals that recreational videos successfully promote youth engagement including interaction, feedback and sharing. Collaboration with individual uploaders in video making also has a substantially positive impact on youth engagement. Through an in-depth qualitative content analysis of user-generated commentaries, we further unpacked the unique values (e.g., trust work for youth participation) as well as latent limitations (e.g., imbalanced topic distribution) of the two new strategies. We discuss how the findings enrich EE and CG theoretically, and provide practical implications to effective and engaging communication strategies during crises.