RT book part
T1 Diásporas, racismo y comunicación en tiempos de crisis sanitaria: un enfoque cualitativo
A1 Wang, Yiheng
A1 Campos Carrau, Mónica
A2 Marketing y Comunicación
AB This chapter focuses how Chinese diaspora activists and influencers fromthe Chinese community in Spain fought the racism and xenophobia provoked by thecoronavirus towards Chinese and Asian communities during the COVID-19 pandemic, which forms a part of a larger research project. Taking the example of Paloma Chen, aSpanish-born activist of Chinese origin, this study explores the potential of citizenparticipation when coping with public health crises. Theoretically, this study analyzeher communication strategy from a participatory perspective, grounded in the theoriesof health communication and entertainment education (EE) strategy. Methodologically, the study employed case study combined with digital ethnography, raising questions about the communication strategies, prominent themes, anddiscourse characteristics of Paoloma Chen. The findings suggest that the personalbackground, experiences and shared cultural identity significantly influence her publicdiscourse, shaping the themes she emphasizes when communicating the CODVID-19pandemic and the way she adopts EE strategy. The study concludes that participatorystrategies with citizens as an active role has the potential to engage audiences andpromote citizen participation, offering a sustainable model for health communicationand crisis response during a public health emergency of International concern.
YR 2025
FD 2025
LK http://hdl.handle.net/10498/37677
UL http://hdl.handle.net/10498/37677
LA spa
DS Repositorio Institucional de la Universidad de Cádiz
RD 07-nov-2026