Data Storytelling in COVID-19 Pandemic of Center for COVID-19 Situation Administration Facebook Fanpage

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Kittikun Khakhai
Patchanee Cheyjunya


This study aimed to investigate data storytelling strategy in COVID-19 pandemic of Thailand’s COVID-19 Information Center and Center for COVID-19 Situation Administration (CCSA) by using content analysis from COVID-19 Information Center Facebook Fanpage from October 2020 to April 2021, and in-depth interview with administrator of Facebook Fanpage and communication officer of Center for COVID-19 Situation Administration. The results showed that: 1) the data storytelling of COVID-19 pandemic had been published in 725 posts with storytelling sequences, 2) the purpose of data storytelling is to provide COVID-19 information, urge the public to comply with government measures and build confidence in the implementation of government measures, 3) data storytelling content includes COVID-19 situation, government measures, and COVID-19 vaccines, 4) data storytelling type is author-driven stories and can be categorized based on data content criteria, including comparison combined with change over time, comparison, project forward, and change over time, 5) data storytelling arc is an entire data storytelling arc type, 6) Gestalt theory and 14 types of charts were applied to data visualization, and 7) data storytelling tool are Tableau, Adobe Illustrator and Microsoft Excel. Moreover, the suggestion for data storytelling type in COVID-19 pandemic is that it should include a mixed author-driven stories and reader-driven stories. Interactive media can be applied in this mixed storytelling. It will encourage audiences to participate and support to better understand of government measures.

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