Content analysis and audience impact measure of World Health Organization's press conferences on YouTube during the COVID-19 pandemic.

This article analyzes the content and audience impact of press conferences broadcast by the World Health Organization (WHO) on its YouTube channel during the COVID-19 pandemic. Examining 142 press conferences from May 2020 to May 2023 among 3,506 total WHO videos, the study uses quantitative metrics (views, likes, comments, duration) and qualitative framing theory combined with AI-assisted sentiment analysis to identify dominant message frames and audience reactions. Results show that while WHO's official communications predominantly conveyed positive frames emphasizing scientific progress, collective responsibility, and equity, audience comments exhibited a higher proportion of negative and neutral sentiments, reflecting skepticism, demands for transparency, and conspiracy theories. The study highlights that audiences engaged more deeply with press conferences, often watching longer videos and commenting more than on other WHO content, underscoring the importance of openness, dialog, and empathetic communication in effective risk management during health crises.