Culture and Health Communication: A Comparative Content Analysis of Tweets from the United States and Korea

The Centers for Disease Control and Prevention (CDC) are central channels for the delivery of health information in the United States and also in other countries. This study explores Twitter content from the CDCs in South Korea and the United States by comparing health communication messages in terms of cultural differences. The study found significant differences in communicating health in terms of frequently mentioned health topics, use of collective words, presence of authority figures, and the frequency of communication with the public. The study also indicates that economic as well as cultural factors influence the CDCs’ health communication. Overall, the study suggests how and how often the CDCs communicate may be associated with the two countries’ public health systems and surveillance in each country. Theoretical and practical implications are discussed.