Table 1.

Definitions and examples of message elements: textual.

Textual element		Definition	Example
Speech function
	Representative	Clause in declarative form, describing a behavior, state, or event	“#COVID19 can be spread by people who do not have symptoms”
	Directive	A sentence that directs, commands, or mandates an action, especially via an imperative sentence	“Continue to wear masks” OR “Donate blood.”
	Question	A rhetorical question or question prompt	“Are you looking for work? We are hiring!”
	Expressive	Expression of sentiment by the message speaker (eg, sadness, appreciation)	“Thank you, #EMS heroes, for staying strong”
	Request	Request to participate in research, volunteer, or means to reach an agency	“Call us for questions at this number”
Topic
	Protection	Information about what to do to prevent or treat the issue	“Disinfect things you and your family touch frequently”
	Policy	Actions, policies, or programs of officials, government agencies, or related entities	“Multnomah County is almost ready for reopening schools.”
	Surveillance	Statistics or data about prevalence (eg, cases/deaths)	“Yesterday, there were 85 new deaths”
	Science	Describes or explains a cause, mechanism, or symptom of the issue	“there is no evidence that produce can transmit #COVID19”
	Emergent	Event of emergency concern or immediate priority	“Travelers: DON'T book air travel to NY for just a few days”
Resource type
	Interactive	Interactive service, such as question-and-answer (Q&A) with policy makers or watching live	“FDA will host a virtual Town Hall on 3D printed swabs”
	Material	Testing sites, financial assistance, vaccine provision	“Use our map to find locations for vaccination sites.”
	Corrective	Correction of a rumor, misinformation, or pointing to related resources	“A death previously reported in Warren was incorrect, and has been removed.”
Focus and audience
	Group	Refers to a demographic group (eg, adults, Hispanics) or a vulnerable population	“Cancer patients are among those at high risk of serious illness from a COVID19 infection.”
	Secondary	Consequences of or issues directly related to the main issue	“Many are feeling stressed because of #COVID19.”
	Other language	Message or part of message in another language, including sign language	“Números del #COVID19 en California:”
Speaker
	External	Expert or staff from another agency	“The head of the CDC will speak…”
	Political	Mayor, governor, or other political figure	“Watch the Mayor’s updates on…”
	Expert	Expert or staff of the agency	“Our own Dr. Elinore will discuss the crisis”
	Personality	Nonpolitical or nongovernmental personality, including celebrities or community members	“Juan from Blue Eagles football club speaks about COVID19”
Rhetorical
	Collective	Focus on collective terms to characterize an issue or to address it	“We all need to do our part to combat Covid-19”
	Emphasis	Sentence with an explanation point or with all capitalized directive	“WEAR a mask!”
	Positive	Positive framing of agency action	“We’re making progress is getting vaccines”
	Metaphor	Using metaphors to explain the science or prevention of the issue	“The swiss cheese respiratory virus defense”