A Textual Analysis of the COVID-19 Messaging from The Church of Jesus Christ of Latter-day Saints and the Centers for Disease Control and Prevention by Heather Robison A thesis/project submitted in partial fulfillment of the requirements for the degree of MASTER OF PROFESSIONAL COMMUNICATION WEBER STATE UNIVERSITY Ogden, Utah April 27, 2021 Faculty Advisor, (Nicola Corbin) Committee Chair Second Committee member, (Anne Bialowas) Committee Member Note: If the thesis/project is submitted by the faculty member, please have the student sign this form as well. A Textual Analysis of the COVID-19 Messaging from The Church of Jesus Christ of Latter-day Saints and the Centers for Disease Control and Prevention Heather Robison Weber State University Committee Chair: Nicola Corbin Committee: Anne Bialowas A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 2 Abstract This study analyzes the messaging from The Church of Jesus Christ of Latter-day Saints and the Centers for Disease Control and Prevention (CDC) during the COVID-19 pandemic. Through a textual analysis of press releases, COVID-19 messaging was identified and compared between both organizations. This study found that the Church’s1 messaging focused primarily on missionaries, format changes and cancellations, messages from leaders, and humanitarian work. By comparison, press releases from the CDC focused on providing guidelines and information. The Church and the CDC represented the two ideologies of science and religion. The messaging differed between the two organizations through different audiences, timing, issues addressed, and focus of messaging. Overlapping messaging was found in the references to guidelines, organizational contributions, and logistical changes. This study concludes that scientific and religious organizations, such as the Church and the CDC, have many similar themes in their health communication. These overlapping themes provide the opportunity for collaboration when sharing health-related information. Keywords: COVID-19, health communication, The Church of Jesus Christ of Latter-day Saints, CDC, religion, science 1According to the style guide of The Church of Jesus Christ of Latter-day Saints, the full name is preferred on first reference, but “the Church” can be used for subsequent references. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 3 Table of Contents Page Chapter 1: Introduction…………………………………………………………………………....4 Literature Review………………………………………………………………………….7 Research Questions……………………………………………………………………....20 Method…………………………………………………………………………………...20 Chapter 2: Analysis of Press Releases from the Church………………………………………....24 Missionaries………………………………………………………………………….......24 Format Changes & Cancelations…………………………………………………….......26 Messages from Leaders…………………………………………………………………..33 Humanitarian Work……………………………………………………………………...35 Chapter 3: Analysis of Press Releases from the CDC…………………………………………...38 Guideline Releases……………………………………………………………………….38 Informational Releases…………………………………………………………………...40 Chapter 4: Comparison of Church and CDC Messaging………………………………………...43 Differences in Messaging………………………………………………………………..43 Overlapping Messaging………………………………………………………………….50 Chapter 5: Conclusion…………………………………………………………………………....57 Discussion………………………………………………………………………………..57 Research Contribution…………………………………………………………………...59 Limitation of the Study…………………………………………………………………..62 Areas for Future Research………………………………………………………….........63 Resources………………………………………………………………………………………...66 A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 4 Chapter 1 Introduction On December 31, 2019, the Wuhan Municipal Health Commission reported a cluster of cases of what would soon be identified as a novel coronavirus that caused the COVID-19 disease. On January 21, 2020, the first case in the United States was confirmed. On March 11, 2020, the World Health Organization (WHO) classified COVID-19 as a pandemic (Archived: WHO Timeline - COVID-19, 2020). Countries around the world responded in varying degrees with mask mandates, social distancing, stay-at-home orders, and quarantines. Throughout the course of the COVID-19 pandemic, organizations have sought to share information about COVID-19 research and guidelines. The Centers for Disease Control and Prevention (CDC) has served as the official source for COVID-19 communication in the United States and releases the latest research about COVID-19 to the public through its website, press releases, and press conferences. This information is also used by the CDC to create health and safety guidelines. Local, state, and federal governments then enforce these guidelines and share information with their constituents through social media and COVID-19 websites. Organizations and businesses of all sizes have published information about how they are adapting the guidelines to keep their members safe. Religious institutions are just one of many organizations that have been required to adapt to the COVID-19 guidelines. Social distancing and stay-at-home orders from governments have prevented congregations of many religions from meeting in person (Stack, 2020). Church leaders were responsible for informing their members about the impact of the guidelines on their religious practices. Many researchers have examined the positive connection between religions and health communication. Religious leaders often serve as formal opinion leaders for the members of their A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 5 congregations (Allen et al., 2014). This is also true within the area of health communication. Religious leaders share health information through sermons (Lumpkins et al., 2013), church-based interventions (DiGuiseppi et al., 2014), and official church communication (Kelly, 2009; Scott, 2005). Many studies have found that religiosity is positively correlated with improved health (Anshel & Smith, 2014; Zini et al., 2015). Religiosity is measured in different ways across studies, but it typically includes frequency of church meeting attendance and self-rated commitment to the religion. Collaboration between religious organizations and researchers is an effective way to share information with the target audiences of both groups. By examining the messaging of The Church of Jesus Christ of Latter-day Saints during the COVID-19 pandemic, it is possible to gain a further understanding of the ways that religious leaders and researchers can collaborate. The analysis completed in this study will identify areas of overlapping messaging between the Church and the CDC which can guide future collaboration between religious leaders and scientific organizations. This thesis will examine the COVID-19 messaging of The Church of Jesus Christ of Latter-day Saints through press releases, one of the official forward-facing church communication mechanisms. The Church actively shared information with its members about the ways in which it would be adapting to the health and safety guidelines issued by the CDC. In addition to conducting a textual analysis of the press releases, this thesis will examine the similarities and differences between communication from the Church, as a religious organization, and the CDC, as a scientifically-driven organization. Comparing the two organizations will show the messaging of both science and religion while providing insight for possible collaborations. It will explore the ways in which religious organizations utilize and A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 6 adapt scientific information in their health-related communication. Ultimately, while religion and science may seem like competing ideologies, this project aims to find the areas where coordination between the two ideologies may best be used to combat a historic, global pandemic. Before providing an in-depth analysis of the literature of religious health communication, it must be clarified how ideology acts as a theoretical lens to this project. An ideology is “a political language, preserved in rhetorical documents, with the capacity to dictate decision and control public belief and behavior” (McGee, 1980, p. 5). For example, the Catholic church took a public stance on COVID-19 vaccinations (Weise, 2021). The Johnson & Johnson COVID-19 vaccine, one of several vaccine options, caused some confusion within the Catholic community as it used cell lines from aborted fetuses for developmental research and production (Misick, 2021). Local leaders took varying stances on whether or not the vaccine was morally acceptable. The Vatican cleared the confusion when it issued a statement encouraging vaccination and establishing that the Johnson & Johnson vaccination was acceptable when no other options were available (Congregation for the Doctrine of the Faith, 2020). By making this statement in support of vaccination, the Catholic church aligned its ideology with that of health professionals.The connections between religious and scientific ideologies are crucial to the analysis of religious health communication. The intersection of the two ideologies allows for more effective health communication. These ideologies will be examined through press releases from the CDC and The Church of Jesus Christ of Latter-day Saints. Analysis of the press releases will provide an opportunity to identify potential message alignment between the two supposedly oppositional organizations. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 7 This textual analysis identified several key themes in the messaging of The Church of Jesus Christ of Latter-day Saints and the Centers for Disease Control and Prevention (CDC). The Church’s messaging primarily centered around themes of missionaries, format changes and cancellations, messages from leaders, and humanitarian work. Messaging from the CDC shared guidelines for individuals, schools, and healthcare professionals. It also published information about risk levels, cases, and funding with leaders and citizens of the United States. Opportunities for collaboration between the two ideologies of science and religion can be identified by analyzing the themes in their messaging. Areas of overlap already exist as both organizations are seeking to keep people healthy. By identifying and capitalizing on these overlapping areas, science and religion can work together to create more effective health communication. Literature Review of Religious Health Communication Science and religion have often been pitted against each other as conflicting ideologies. Religious organizations have spoken against many emerging scientific discoveries such as embryonic stem cell research, cloning, and nanotechnology (Cacciatore et al., 2018). But recent research has revealed many benefits to the collaboration of religious organizations and scientific communities. This literature review will examine four themes that emerged from the current literature: (1) influence of religiosity on science, (2) impact of leaders, (3) official Church communication, and (4) The Church of Jesus Christ of Latter-day Saints. Influence of Religiosity on Science The interaction between religiosity and science has become a popular topic among researchers. Science and religion can be viewed as opposite ends of a spectrum because they answer different types of questions. Religions focus on concepts such as faith that cannot be proven through scientific means, while science is grounded in data from phenomena that can be A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 8 observed. Although science and religion are often considered in opposition ideologically, it is important to understand the influence that they have on each other. The influence of religiosity on science falls into two categories: (1) religiosity affects the trust that members of the public place on scientific sources; (2) religion becomes a perceptual filter that is utilized when analyzing scientific information. Trust in Science The acceptance of scientific findings is limited by the amount of trust that the public places on researchers. For this reason, researchers have spent a significant amount of time examining the influences that encourage or discourage the public from trusting science (Cacciatore et al., 2018). Religiosity is one of the key factors. Many studies have found that religiosity is negatively associated with trust and confidence in science (Johnson et al., 2015; Nisbet, 2005). For example, Johnson et al., utilized the 2008 General Social Study to examine the effect of religiosity on orientation to science. They found that religiosity had no impact on interest or knowledge of science, however, it significantly reduced confidence in scientific findings. Religious doctrine often conflicts with new scientific findings. This has been the case with new scientific research on nanotechnology and bioengineering (Brossard et al., 2009; Nisbet, 2005). Many religions have discouraged support of this research because it causes “unnatural” changes to human beings, with some leaders even accusing scientists of trying to “play God” (Brossard et al., 2009). Religious members are committed to their religious beliefs. When scientific findings contradict with their beliefs, members of religious communities are significantly less likely to trust the findings. HIV/AIDs research has been especially affected by this lack of trust. Many religions have conservative views about sex and sexuality, creating a A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 9 stigma towards those who are suffering with HIV/AIDs and preventing many from accepting scientific resources that could help them (Gichuru et al., 2018). Thus, religious organizations have the ability to dampen the influence of scientific research. Conversely, interest in science is positively associated with consulting religious sources on scientific issues (Scheitle et al., 2018). Those who are already seeking information about a topic from scientific sources are likely to be interested in the stance of the religious organizations with which they are affiliated. With people looking to both religious and scientific sources, the door is open for collaboration between religion and science. One study examined how African American men view the involvement of religion in communicating about colorectal cancer. It found that material created in collaboration between science and religion was preferred (Lumpkins et al., 2016). Public health information will possibly be more effective as scientists and religious leaders find more ways to collaborate. Perceptual Filter Religiosity creates a perceptual filter through which the public analyzes scientific information (Brossard et al., 2009). Many people develop their values and ethics around their religions. These values shape attitudes towards factual information. Church members may use their religious ideology to filter out research results that do not align with their opinions (Nisbet, 2005). This is important for researchers to understand as it creates a roadblock in getting the public to accept their findings and make the appropriate changes. One area that religion has played a large role as a perceptual filter is politics. While church and state are considered by many to be separate entities, there are still many others who believe that religious organizations should be active in political conversations. This belief leads them to consume more religious media (Gaddy, 1984). Religious organizations can then shape A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 10 the views of the public, which then influences politics. Communities that contain highly concentrated populations of members are more likely to vote for leaders and policies that match that religion’s beliefs (Johnson et al., 2016; Lesniczak, 2016; Newman & Smith, 2007). For example, one study found that statewide Protestant adherence was positively correlated with anti-evolution public opinion (Johnson et al., 2016). Involvement of religious leaders in politics is often limited to certain topics that relate to or conflict with their doctrine. These are typically limited to “moral” issues such as abortion and prayer in school (Beatty & Walter, 1989). The influence of religious organizations on politics could be similar to the way that religion influences other areas of life. In addition to telling people what to do, religious organizations provide a perceptual filter of values that is used to evaluate new information. Additionally, religious leaders choose topics to engage in based on their doctrine. For example, Jewish leaders have become involved in communicating about oral health because it aligns with their doctrine. They believe that their bodies are not their own and they must care for them. Mouth cleansing is part of their prayer ritual. Thus, it is easy for Jewish leaders to promote oral health because it clearly aligns with various aspects of their teachings (Zini et al., 2015). Other religions with doctrine pertaining to care for the body have also picked health-related topics to share with their congregations. Impact of Leaders The relationship between religiosity and science has led researchers to examine the possibility of collaborating with religious leaders. In many societies, religious leaders carry considerable influence as opinion leaders for members of their congregations. Researchers have examined the ways in which religious leaders promote healthy living to their congregations (Allen et al., 2014; Beatty & Walter, 1989; Lumpkins et al., 2013; Osafo, 2016). Religious health A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 11 promotion often falls into two categories: 1) teachings and actions of leaders; 2) programs and interventions. Teachings and Actions of Leaders One of the key features of religious organizations is instruction from leaders. Instruction comes in many forms, but is generally centered around sharing doctrine or scriptures and instructing members of the congregation (Lumpkins et al., 2013). Members rely on teachings from leaders to guide their interpretation of church doctrine and scripture. Many sermons focus on reading and interpreting scripture (Chan & Ecklund, 2016). One topic that occurs in the teachings of many religions is care for your body. Religiosity has often been linked to better overall health (Schlundt, 2008). Thus, quality of health has become a topic of interest for researchers. Matching sermons about health with scientific research provides an opportunity for collaboration between researchers and religious leaders. Studies have found that sermons are the preferred method of religious health communication for many members (Allen et al., 2014; Lumpkins et al., 2016). Key to effectively utilizing sermons for health communication is the interpretation of scripture. Members are highly motivated to follow the instructions contained in their scripture. By relating the scripture to current health issues, religious leaders are able to guide their congregations to better health (Anshel & Smith, 2014; Zini et al., 2015). Additionally, changing the way in which scriptures are viewed can reduce stigma surrounding certain health issues as was found in research surrounding HIV/AIDS (Braley, 2020; Gichuru et al., 2018). Religious leaders in Kenya were invited to a sensitivity workshop after a homophobic hate attack led by religious leaders on an HIV research clinic. The religious leaders started by citing scriptures that supported their homophobic views, but throughout the workshop they switched to citing A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 12 scriptures that created a more inclusive view (Gichuru et al., 2018). This allowed the religious leaders to see a new perspective and begin providing HIV resources to their congregations. Researchers can create more effective partnerships with religious leaders as they learn to relate their findings to religious values and doctrine. Researchers have examined the most effective ways to develop partnerships with religious leaders. This relationship starts with education of both religious leaders and science researchers. Lack of education about scientific findings is an important factor that prevents religious leaders from engaging in health communication (Anshel & Smith, 2014). Many religious leaders would like to share scientific information, but they haven’t been provided with opportunities to learn about it. Researchers must understand how to educate religious leaders in a way that connects with them. To do this, researchers must learn about religious beliefs and doctrines. For example, one study suggests that health professionals will provide better care if they broaden their education to include religious beliefs, especially in places with strong local religions (Osafo, 2016). In addition to sermons and teaching, religious leaders can have an impact through their actions and decisions. Religious leaders serve as thought leaders. They provide members of their congregations with instruction on how they should act. This can be a double-edged sword. On one side, religious leaders who practice healthy behaviors will encourage their congregations to follow. Religious leaders can also lead by example through the terminology and messages they use in their sermons (Oluduro, 2010). On the other side, members are quick to notice when religious leaders do not practice what they preach (Anshel & Smith, 2014). Source credibility is lost and the religious leader may no longer be viewed as a source of reliable information. This can create a negative halo effect which damages not only the reputation of that leader, but also A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 13 the perceived credibility of their information. If the religious leader was involved in sermons or programs, these resources then lose much of their effectiveness. For example, religious leaders who are promoting healthy habits, such as healthy eating and regular exercise, but are not participating in those habits will not be effective (Anshel & Smith, 2014). Inconsistency between the message and behavior of the messenger is one of the dangers that researchers face when collaborating with religious leaders. Individual leaders have an impact not only through their actions, but through their decisions. Religious leaders who are in decision making positions have the power to influence the perceptions of the church. Decisions about tourism (Olsen & Esplin, 2020), opinions on politics (Scheitle & Hahn, 2011), and official church policies (Karanu et al., 2020; Oluduro, 2010) can have a large impact on how members and nonmembers view the church. Religious leaders must understand the power they have to impact the lives of their members through church policy. Decisions from religious leaders can either be helpful or detrimental to the health of their members, especially when serious diseases are involved. For example, focus groups about religious beliefs and cancer screening found that members were more likely to participate in health initiatives that their leaders chose to promote or participate in (Allen et al., 2014). Researchers have the opportunity to educate religious leaders so they can make informed decisions that will help their congregations. Programs and Interventions Religious leaders have also collaborated with researchers through the development of programs and interventions. These are additional resources that are provided by the church, often using research-based information and tactics. Church-based health promotion (CBHP) interventions and programs are developed to address specific problems that the religious leaders A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 14 believe are helpful (DiGuiseppi et al., 2014). Many have focused on various health issues that their members find difficult. For example, church-based health promotion was successful at encouraging older members to participate in balance classes to help prevent falls. The classes were held at church facilities and religious leaders effectively encouraged members to register (DiGuiseppi et al., 2014). While members generally appreciate having these interventions hosted at church, there are some situations where members feel it would be more appropriate in a different setting. For example, it was noted that religious health interventions are only considered appropriate when they match the participants’ religious values (Martinez et al., 2007). Researchers and religious leaders must work together to ensure that the chosen health topic aligns well with the church’s teachings. Researchers have examined these CBHP programs to gain a deeper understanding of what makes them effective (Campbell et al., 2007). Hosting these programs at churches through religious leaders has proved to be highly successful. One possible reason for this is that religious leaders are able to understand and connect with the values that members of their congregation hold. For example, religious leaders in Nigeria successfully created programs that broke the silence about HIV/AIDS. Nigeria was ranked number three in the world for cases of the disease in 2010. The importance of the topic to the members was part of the reason the programs were successful (Ucheaga & Hartwig, 2010). Matching healthy behaviors with these values is one of the keys to behavior change (Anshel, 2010). The collaboration between religious leaders and researchers is important to making these programs work. While members are likely to look to the church for information, many also look to other organizations (Lumpkins et al., 2016). For this reason, the programs should be approached as collaborations between religion and science rather than solely focusing on one side. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 15 CBHP programs are also important for shaping the attitudes of congregational members. Researchers have often turned to programs based around the HIV/AIDS epidemic to study this topic (Kelly, 2009; Oluduro, 2010; Ucheaga & Hartwig, 2010). The HIV/AIDS epidemic was initially met with strong kickback from many churches. The disease was portrayed as a punishment from God for sexual sin, especially due to its connection with the LGBTQ+ community (Gichuru et al., 2018). Researchers implemented programs aimed at changing the opinions of religious leaders and supporting those infected with the disease. These programs were successful at changing the opinions of religious leaders through examination of scriptures, contact with those infected by the disease, and additional HIV/AIDS education (Gichuru et al., 2018). Programs that provided support for those infected with the disease and reduced the stigma surrounding them were also successful. Religious leaders used these programs as a call to action to increase sexual education within their church (Ucheaga & Hartwig, 2010). The programs proved effective at removing stigma and allowing for more people to seek care and treatment (Kelly, 2009). Religious leaders and organizations were able to serve as gatekeepers by spreading accurate information to their members (Oluduro, 2010). The success of these programs focused around the HIV/AIDS epidemic provide a groundwork for research on programs of other topics. Religious leaders and organizations can act as gatekeepers in providing their communities with accurate information from researchers (Lumpkins & Saint Onge, 2017). Increasing the collaboration between religious leaders and researchers offers an opportunity to make positive changes in the overall health of their congregations (DeHaven et al., 2004). A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 16 Official Church Communication Information about religions can be found from many sources, but researchers tend to rely on communication from religious leaders through official church channels as the most accurate representation of their beliefs. These channels can include religious policy, official statements, press releases, or church-owned media. With technological advances, official church communication is easier to access than ever. Official church communication covers many topics, including politics (Lesniczak, 2016; Newman & Smith, 2007), economic empowerment (Karanu et al., 2020), tourism (Olsen & Esplin, 2020), and health (Kelly, 2009). These church communications provide a great opportunity to study the views and impact of religions. Religious Policy Religious organizations operate based on official policies and doctrine. These policies address rules, doctrine, interpretation of scripture, official church opinions, and guidelines. Policies are often released through online newsrooms, press releases, or local news sources. Members and leaders are expected to adhere to these policies. Researchers have examined the ways these policies influence (Kelly, 2009) or inhibit (Karanu et al., 2020) the quality of life for members. Religious policies are different from other religious texts because they often adapt to current worldly circumstances. While scriptures contain doctrine and principles, policies apply these principles in practical ways. When new governmental policies, diseases, or natural disasters occur, church leaders are able to aid members in applying doctrine to these situations. This was the case when the Roman Catholic Church released their policy and procedures manual for leaders to follow when helping members with HIV/AIDS (Kelly, 2009). A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 17 Church leaders should carefully examine policies before they are put into place. A policy may not directly relate to health, but can indirectly lead to negative consequences for their members. For example, researchers examined the impact of church policies on the economic empowerment of youth in Kenya. They found that church policies regarding single parenthood and divorce had a negative impact on the youth in their congregations, likely because of discrimination against nontraditional forms of marriage (Karanu et al., 2020). Researchers can help guide productive religious policies by examining the effects that they have on members. Religious Media Religious organizations employ many traditional forms of media. Broadcasts (Gaddy, 1984) and historical literature (Scott, 2005) are examples of the religious media that scholars have examined. Religious media use has a tendency to focus on more broad topics of inspiration and history rather than specific doctrine (Brubaker et al., 2017; Scott, 2005). This could be because the media is meant to reach both internal and external audiences. The goal may be more centered around creating a positive public image rather than sharing detailed teachings. The goals and effectiveness of religious media is still a new research topic and should be explored further. Technology is rapidly advancing and many churches are taking advantage of the new forms of media. From magazines to social media, religious organizations are finding creative new ways to share their messages. One great example is the utilization of memes by The Church of Jesus Christ of Latter-day Saints (Brubaker et al., 2017). This has created an interesting niche in research examining religious communication. Of special interest is the use of social media. Religious organizations and their leaders use social media to build relationships with members by creating and sharing content. Official church channels often focus on topics of hope and A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 18 inspiration (Brubaker et al., 2017). Previous research has largely failed to examine the possibility of utilizing official church social media platforms in health communication platforms. This would provide a great opportunity for further research. The Church of Jesus Christ of Latter-day Saints The Church of Jesus Christ of Latter-day Saints is a global Christian faith with over 16 million members in 160 countries (About Us: The Church of Jesus Christ of Latter-day Saints, 2020). The church’s headquarters are based in Salt Lake City, Utah. Members of this church are highly concentrated in Utah with approximately 68 percent of the state’s total population claiming membership (Statistics and Church Facts | Total Church Membership, 2020). Church leaders serve as important influencers with their members worldwide. Additionally, they hold considerable influence in the state of Utah because of the high concentration of Church members living in the state. The Church of Jesus Christ of Latter-day Saints has been labeled as a “media religion” (Brubaker et al., 2017) due to its quick adoption of new technologies. The church and its leaders are active across various social media platforms, smartphone apps, magazines, and websites. The Church has its own media companies that fit under the management of Deseret Management Corporation. This includes the official church website, Instagram, Facebook, YouTube, Twitter, the Deseret News, KSL Broadcast Division, and more. Additionally, The Church of Jesus Christ of Latter-day Saints holds a semi-annual general conference that is broadcast across the world through YouTube, the Church’s website, and television stations. This conference gives members a chance to receive instruction from church leaders. Through the use of technology, the church has been able to share its message with a broad audience, earning its label as a “media religion” (Brubaker et al., 2017). The official Instagram account has over 1 million followers and the A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 19 Youtube channel has 1.57 million subscribers. The church also encourages its members to be engaged in social media. This is done through hashtags and public relations campaigns (Burroughs, 2013, Updates to Church Handbook Encourage Use of Social Media - Church News and Events, 2014). For example, The Church of Jesus Christ of Latter-day Saints holds a 25-day service challenge every December called Light the World. Members are encouraged to share their experiences through social media using the hashtag #lighttheworld (Light the World: Christmas, 2020). This further broadens the reach of the church. Although the Church relies heavily on social media, it utilizes press releases to share the official positions of the Church. These messages are then disseminated through social media channels. Researchers have found that doctrine of the LDS has led members to live healthier lives (de Diego Cordero & Badanta Romero, 2017). This is largely due to its doctrine known as the Word of Wisdom. This doctrine warns against the use of tobacco, alcohol, and strong substances. It encourages members to care for their bodies. Other church doctrine, such as fasting, has also been found to improve health (de Diego Cordero & Badanta Romero, 2017). Church leaders and official church policies have been successful in encouraging healthy lifestyles among their members. The Church of Jesus Christ of Latter-day Saints therefore provides opportunities to examine the role of religion in health communication. Conclusion This literature review has covered the main themes in existing literature on the topic of religious health communication. It has discussed the influence of religiosity on trusting and interpreting science. The impact of leaders was examined through their sermons, programs, and actions. Official church communication was presented as a medium for sharing health A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 20 information. Finally, a background of The Church of Jesus Christ of Latter-day Saints was provided with an explanation of its use of media. The current study seeks to add to this literature by further examining the role religious organizations play in health communication during pandemics. This will add to the research on the use of official church communication as it relates to public health. Research surrounding health communication and religious media is limited, so this study will add a new perspective. It will focus on the COVID-19 pandemic, a recent event that is just beginning to be researched. This study seeks to answer the following research questions: RQ1: What is the messaging of The Church of Jesus Christ of Latter-day Saints in press releases about COVID-19? RQ2: How does this messaging compare to the messaging of the Centers for Disease Control and Prevention (CDC)? Method This thesis will utilize the qualitative research method of textual analysis to examine the COVID-19 related press releases of The Church of Jesus Christ of Latter-day Saints. The same method will be utilized in comparing the messaging of the Church with the messaging of the CDC. This method was chosen to allow a systematic analysis of the chosen artifacts. The current section will give a brief overview of textual analysis, describe the artifacts to be used, and define the parameters for choosing texts. Textual analysis is the process of examining a text with the aim to describe and interpret the structure and meaning of the messages it contains. Using this approach, texts are not just analyzed based on their content, but also on the context in which they were written. To accurately determine the possible interpretations of a text, we must understand when they were A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 21 written, what was going on during that time, and the intended audience (McKee, 2001). The goal of textual analysis is to create an understanding of our world and societies through using context to find meaning within the data. There are several approaches to textual analysis, but this thesis will primarily utilize rhetorical criticism. This approach contains four steps: (1) developing research questions, (2) selecting a unit of analysis, (3) analyzing the text, and (4) writing about your findings (Foss, 2009). Rhetorical criticism is the process of identifying symbols in our surroundings and using our understanding of them in our communication. It systematically applies the process that we naturally use to understand the symbols that we encounter throughout our lives. The analysis of the texts utilized in this thesis began by reading through each press release and making notes of key points. These key points were then examined and grouped into themes. This process was completed separately for each organization. Once themes were identified, the two organizations were analyzed together to create a comparison. The analysis of these texts will attempt to answer the research questions by identifying themes in the messaging of The Church of Jesus Christ of Latter-day Saints and comparing these themes to those of the CDC. The artifacts that will be utilized throughout this thesis will consist of official press releases published by The Church of Jesus Christ of Latter-day Saints and the Centers for Disease Control and Prevention (CDC). These press releases are found in the newsroom section of their respective websites. The LDS church and CDC have published information through many formats. These include websites, social media posts, videos, billboards, and advertisements. Although each of these formats are important for the overall communication of the organizations, this thesis has chosen to focus solely on the press releases. This decision was A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 22 made for two reasons. First, press releases represent the official statement of the organization. Press releases are utilized for sharing organizational viewpoints with news outlets and stakeholders. Due to the format, the information contained in them is held to a high standard for accuracy. This makes press releases the most reliable source for finding official viewpoints of an organization (Choi & Lee, 2017). Because the goal of the thesis is to examine the organizational viewpoint, it is important to use artifacts that reflect the statements of the organization as a whole, rather than individuals within the organization. Second, press releases are easily accessible to the public and available to a wide audience. Both organizations included in this study have issued press releases intended to reach the public and have hosted their press releases on their websites. This means that the messaging was meant to be spread with the entire organization, not just a subgroup within. Parameters have been developed to establish the scope of this thesis. Due to the ongoing nature of the COVID-19 pandemic, it was important to establish a timeframe for selecting artifacts. This study examined press releases published between January 1, 2020 and January 1, 2021. This allowed a broad enough scope to see how the messaging has changed over time. In addition to timeframe, press releases will be limited to those focused on sharing information about COVID-19. Both organizations have published press releases during the established time period that are not related to the pandemic. To keep the scope of this thesis focused on the research question of COVID-19 messaging, press releases on other topics were excluded. All press releases utilized in this study were downloaded from the newsrooms on the organizations' official websites. This ensured that all press releases that meet the established parameters were included in the study as the newsrooms contained all published press releases. The Church of A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 23 Jesus Christ of Latter-day Saints issued a total of 82 press releases in relation to the pandemic; comparatively, the CDC issued 17 COVID-19 related releases. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 24 Chapter 2: Analysis of Press Releases from the Church The Church of Jesus Christ of Latter-day Saints issues press releases to share official standpoints and announcements with members around the world. Press releases are typically published for temple openings, humanitarian efforts, policy changes, church events, and messages from leaders. The Church utilized press releases throughout 2020 to share information and changes related to the COVID-19 pandemic. These press releases can be categorized into four themes based on their content and messaging: (1) missionaries, (2) format changes and cancellations, (3) messages from leaders, and (4) humanitarian work. Missionaries Missionaries for The Church of Jesus Christ of Latter-day Saints are sent globally as representatives of the Church. Most missionaries are sent to teach about the beliefs of the Church, but some are assigned to complete humanitarian work. Men typically serve for two years while women typically serve for 18 months. Mission assignments come directly from Church headquarters. Prior to leaving to their assigned area, missionaries receive training at one of the missionary training centers (MTCs). During the COVID-19 pandemic, the Church made several changes to the format of missionary work. These changes were enacted to protect missionaries and to aid in slowing the spread of the virus. The first press release concerning missionaries, issued on January 29, 2020, was a statement that church leaders were monitoring the situation (The Church of Jesus Christ of Latter-day Saints, 2020a). Press releases issued on February 4 and February 21 made localized changes for missionaries serving in high transmission areas. All missionaries serving in the China Hong Kong Mission were transferred to safer areas or sent home (The Church of Jesus Christ of Latter-day Saints, 2020c). Missionaries in Cambodia, Singapore, and Thailand were A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 25 instructed to remain in their apartments (The Church of Jesus Christ of Latter-day Saints, 2020d). As the COVID-19 virus became more widespread, The Church of Jesus Christ of Latter-day Saints began making more widespread changes within the missionary program. On March 11, the Church issued a press release announcing that the Provo, Utah and Preston, England MTCs would now be training missionaries remotely through video conferencing platforms (The Church of Jesus Christ of Latter-day Saints, 2020f). A later press release expanded virtual training to all MTC locations (The Church of Jesus Christ of Latter-day Saints, 2020mm). Beginning on March 20, The Church of Jesus Christ of Latter-day Saints started returning missionaries to their home countries (The Church of Jesus Christ of Latter-day Saints, 2020q). Missionaries were reassigned to complete their mission more locally. Due to the high number of missionaries who were being moved, the Church announced that missionaries who had completed 18 months, for men, or 15 months, for women, would be released (The Church of Jesus Christ of Latter-day Saints, 2020t). Missionaries who would be reassigned were temporarily released until they received a new assignment (The Church of Jesus Christ of Latter-day Saints, 2020x). Many press releases emphasized the importance of following local and national health guidelines to reduce the risk of spreading the virus as missionaries traveled to and from their mission. The Church did not provide specific guidelines, but instructed missionaries to “take part in activities appropriate to the local communities where they will serve” (The Church of Jesus Christ of Latter-day Saints, 2020kk). Missionaries who were released permanently or temporarily were required to follow CDC guidelines for a 14-day self-isolation period (The Church of Jesus Christ of Latter-day Saints, 2020r). The families of missionaries were asked to A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 26 carefully follow local restrictions when picking up or dropping off missionaries at airports (The Church of Jesus Christ of Latter-day Saints, 2020ss). Missionaries typically spend most of their days visiting people and teaching lessons. With stay-at-home orders, they were required to find new ways to share their messages. Several press releases shared creative ways that missionaries found to continue serving from their apartments. These included virtual musical performances (The Church of Jesus Christ of Latter-day Saints, 2020y; 2020gg) and remote family history work (The Church of Jesus Christ of Latter-day Saints, 2020uu). The messaging in the press releases slowly changed from bringing missionaries home in March to sending them back out in June by issuing local reassignments and allowing missionaries to teach remotely while in their mission areas. This process started by sending the missionaries who came home due to the COVID-19 pandemic to new missions (The Church of Jesus Christ of Latter-day Saints, 2020ccc). Missionaries were reassigned to serve in their home countries. By the end of 2020, a small number of missionaries were being assigned to missions outside of their home countries (The Church of Jesus Christ of Latter-day Saints, 2020xxx). All missionaries were still expected to primarily teach remotely. Format Changes & Cancellations Many of the press releases that The Church of Jesus Christ of Latter-day Saints released during 2020 contained changes to church-related activities that traditionally required members gathering together. These include weekly worship services, temple worship, special events, General Conference, and church-owned facilities. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 27 Meetings Members of The Church of Jesus Christ of Latter-day Saints meet weekly on Sunday for a two-hour worship service with their congregations, referred to as wards. This weekly meeting includes partaking of the sacrament, listening to speakers, and attending classes. Twice a year, multiple wards in an area will gather together for a regional meeting referred to as Stake Conference. These conferences are accompanied by smaller leadership meetings. The Church began making changes to the way that meetings were held in March. On March 11, large gatherings, such as stake and leadership conferences, were cancelled (The Church of Jesus Christ of Latter-day Saints, 2020g). The next day, March 12, the Church announced that “all public gatherings of Church members are being temporarily suspended worldwide until further notice” (The Church of Jesus Christ of Latter-day Saints, 2020j). An additional press release was issued providing local leadership with administrative guidelines for “essential ordinances, blessings, and other church functions” (The Church of Jesus Christ of Latter-day Saints, 2020cc). The guidelines instructed leaders and members to continue participating in normal church functions at home, either through local leaders authorizing priesthood holders in the home or by using technology where possible. In May, The Church of Jesus Christ of Latter-day Saints began publishing guidelines for a phased return to weekly worship services (The Church of Jesus Christ of Latter-day Saints, 2020vv). A May 19 press release announced that members could begin congregating within the local government’s imposed gathering limits (The Church of Jesus Christ of Latter-day Saints, 2020vv). The press release also outlined guidelines to be followed for in-person meetings, such as social distancing, increased hand washing, and wearing masks. Members of the congregation unable to attend were advised to participate through an electronic broadcast provided by their A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 28 local leaders. Electronic broadcasts were the recommendation until a press release on September 11 provided guidelines for safely increasing participation in worship and other activities (The Church of Jesus Christ of Latter-day Saints, 2020nnn). This press release encouraged leaders to consider local conditions as they decide how to safely meet. Unlike many press releases issued by The Church of Jesus Christ of Latter-day Saints that are sent worldwide, the press release on November 12 was directed specifically to members and leaders in Utah (The Church of Jesus Christ of Latter-day Saints, 2020yyy). It encouraged members to adhere to the Executive Order issued by Governor Gary Herbert on November 9 by wearing masks and following social distancing requirements. The press release also made temporary modifications to meeting guidelines while the Governor’s Executive Order was in place, such as limiting activities to those that serve a religious purpose and moving smaller meetings to a completely virtual format. Temples Temples are sacred buildings for members of The Church of Jesus Christ of Latter-day Saints. They are houses of the Lord. Members attend temples to make sacred covenants with God and participate in ordinances, including proxy baptisms and marriage sealings. These covenants and ordinances are completed both for living members and in proxy for dead ancestors. Due to the sacred nature of these covenants, members must live certain standards to enter the temple. On March 12, the Church announced that all meetings would be temporarily suspended (The Church of Jesus Christ of Latter-day Saints, 2020j) and a press release was issued stating changes to temple openings (The Church of Jesus Christ of Latter-day Saints, 2020k). This press release stated that temples would be temporarily closed in areas where government restrictions A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 29 required closures. In areas where government restrictions did not require closures, temple activity would be limited to certain living ordinances by appointment only. On March 25, The Church of Jesus Christ of Latter-day Saints issued another press release suspending all temple activity worldwide (2020s). This closure lasted until May when the church announced a “phased reopening” of the temples (The Church of Jesus Christ of Latter-day Saints, 2021a). Each temple would slowly reopen according to the four phases as local conditions allowed. In phase 1, temples were only open for living marriage ordinances with very limited capacity. Phase 2 included all living ordinances, but still with limited capacity. In phase 3, allowed all ordinances to be performed, but with some limitations in capacity. Phase four was full operation. By December, most temples had advanced to phase two and the first temples moving to phase three were announced (The Church of Jesus Christ of Latter-day Saints, 2020bbbb). Events The Church of Jesus Christ of Latter-day Saints hosts many events throughout the year. These include choir concerts, youth camps, pageants, family history conferences, temple openings, and seasonal celebrations during the Christmas season. The majority of the events scheduled for 2020 were postponed until 2021 or cancelled. Press releases were issued for each large event explaining the logistical changes. The Tabernacle Choir at Temple Square (The Tabernacle Choir) is a 360-member choir that is sponsored by the church. They perform around the world, but are primarily based in Temple Square in Salt Lake City, Utah. Beginning in March, The Tabernacle Choir canceled almost all of its 2020 performances (The Church of Jesus Christ of Latter-day Saints, 2020l). This included its 2020 Heritage Tour (The Church of Jesus Christ of Latter-day Saints, 2020hh) A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 30 and all holiday concerts (The Church of Jesus Christ of Latter-day Saints, 2020kkk). One Christmas concert was moved virtually, with an invitation to members to participate (The Church of Jesus Christ of Latter-day Saints, 2020vvv). Every year, The Church hosts summer youth camps. It owns many facilities that can be utilized for these events. Due to the COVID-19 pandemic, these properties were closed throughout the United States and Canada (The Church of Jesus Christ of Latter-day Saints, 2020oo). A large youth camp called For the Strength of Youth was moved virtually this year (The Church of Jesus Christ of Latter-day Saints, 2020ggg). It is anticipated that these camps will be in-person in 2021, but The Church is prepared to make adjustments if local conditions require it (The Church of Jesus Christ of Latter-day Saints, 2020ooo). One of the large events that was postponed to 2021 and changed to a virtual format was a yearly family history conference called RootsTech (The Church of Jesus Christ of Latter-day Saints, 2020mmm). RootsTech London was also postponed until 2021 (The Church of Jesus Christ of Latter-day Saints, 2020m). An annual event held at Brigham Young University, a private school owned by the Church, called BYU Women’s Conference was moved virtual (The Church of Jesus Christ of Latter-day Saints, 2020ii). All Church pageants were canceled for the year 2020 (The Church of Jesus Christ of Latter-day Saints, 2020oo). The celebratory events for the completion of new temples were postponed for most temples completed in 2020 (The Church of Jesus Christ of Latter-day Saints, 2020eee). Every Christmas, the Church holds many celebrations. These include decorating the grounds of the Salt Lake City, Washington, D.C., and Los Angeles temples with lights. These become attractions that large crowds gather to see. In an effort to avoid large crowds, the lights were made viewable only from exterior sidewalks (The Church of Jesus Christ of Latter-day A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 31 Saints, 2020zzz). Members were encouraged to view the lights from their cars. The Church of Jesus Christ of Latter-day Saints also celebrates Christmas through a service program called Light the World. Members are encouraged to participate in acts of service every day in December. This year, the acts of service were tailored to allow social distancing. The Church also normally sets up “Giving Machines” at Temple Square where visitors can make donations, but these were not used for 2020 (The Church of Jesus Christ of Latter-day Saints, 2020aaaa). General Conference Twice a year, members of The Church of Jesus Christ of Latter-day Saints gather for a worldwide meeting referred to as General Conference. It is a two-day conference during which Church leadership speaks to members over five different sessions. Leadership meetings occur in conjunction with the general sessions. Typically, the meetings are held at the conference center at Temple Square in Salt Lake City, Utah. The sessions are broadcast worldwide so that all members can access them. Format changes for the General Conference began in February. Initially, the Church just postponed leadership sessions for the April General Conference until October (The Church of Jesus Christ of Latter-day Saints, 2020e). When the Church canceled large gatherings (The Church of Jesus Christ of Latter-day Saints, 2020g), it also moved the April General Conference to a completely virtual format (The Church of Jesus Christ of Latter-day Saints, 2020h; 2020v). Members could still watch through the normal broadcasting channels, but they would no longer be admitted in person. As the number of COVID-19 cases continued to rise, the location and format were further changed. Only those who were invited to speak or pray would attend each session, General Conference was broadcast from a small auditorium, and all music was pre-recorded (The Church of Jesus Christ of Latter-day Saints, 2020p; 2020z). A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 32 Church President Russell M. Nelson issued an invitation to all people to watch the General Conference, regardless of religion (The Church of Jesus Christ of Latter-day Saints, 2020w). The April General Conference was held in this virtual format. In June, The Church of Jesus Christ of Latter-day Saints issued a press release stating that October General Conference would also be held in this virtual format (The Church of Jesus Christ of Latter-day Saints, 2020aaa). Church-owned facilities The Church of Jesus Christ of Latter-day Saints has many facilities that are used for education and nonprofit work. Educational facilities are maintained under the Church Educational System (CES). These facilities include seminaries, institutes, Brigham Young University (BYU) campuses, BYU Pathway Worldwide, and Ensign College. These institutions provide religious and secular education to their attendees. On March 11, a press release was issued canceling all large events on CES campuses (The Church of Jesus Christ of Latter-day Saints, 2020i). The press release was updated on March 12 with more restricted guidelines (The Church of Jesus Christ of Latter-day Saints, 2020j). Classes were canceled for a period to give professors time to move their courses online. Professors delivered all instructions remotely. Students were encouraged to move back home where possible. Deseret Industries is a nonprofit organization that is part of the welfare division of The Church of Jesus Christ of Latter-day Saints. It is most widely recognized for its thrift stores. These locations accept donations and sell the items at a low price. It also provides career and technical training to help people in their communities find jobs. All Deseret Industries locations were closed on March 17. In June, the Church announced that some locations would begin A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 33 opening (The Church of Jesus Christ of Latter-day Saints, 2020zz). Guidelines were put in place to protect workers and shoppers. These included appointment-only donations, limited number of people in the store, and closed fitting rooms. Messages from Leaders Many press releases issued by The Church of Jesus Christ of Latter-day Saints relay messages from or about Church leadership. The messaging in these press releases focused on hope during difficult times and community through religion. President Nelson said, “I feel that despite the world’s commotion, the Lord would have us ‘look forward to the future with joyful anticipation’” (The Church of Jesus Christ of Latter-day Saints, 2020rrr). The Church President utilized press releases to share messages with members worldwide. Press releases also cover messages that Church leadership share on other platforms. This includes speaking at conferences and posting on social media. One topic that was frequently covered by leaders during 2020 was challenges to religious freedom during the COVID-19 pandemic. Some press releases contained more personal updates on Church leadership, such as the recovery of Elder Gerrit W. Gong and his wife from COVID-19 (The Church of Jesus Christ of Latter-day Saints, 2020ttt). Messages from the President Russell M. Nelson, President of The Church of Jesus Christ of Latter-day Saints, shared seven messages through press releases with members throughout the year 2020. Many of his messages contained themes of hope, joy, and gratitude. For example, on March 14, President Nelson shared a video on Facebook that was then shared through a press release. The video was captioned with the words: “These unique challenges will pass in due time. I remain optimistic for the future. I know the great and marvelous blessings that God has in store for those who love Him and serve Him” (The Church of Jesus Christ of Latter-day Saints, 2020n). During the A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 34 October 2020 general conference, President Nelson reminded members that “despite the current commotion in the world, we can look to the future with joy as we turn to our Savior Jesus Christ'' (The Church of Jesus Christ of Latter-day Saints, 2020rrr). Press releases were also used by President Nelson to invite people to participate in a worldwide “day of fasting and prayer for relief from the COVID-19 pandemic” on March 29 (The Church of Jesus Christ of Latter-day Saints, 2020u). Fasting typically consists of abstaining from food and water for two meals or 24 hours. This invitation was given to people of all faiths, asking them to join The Church of Jesus Christ of Latter-day Saints in asking God for relief from the virus. President Nelson later issued an invitation for another worldwide fast to be held on Good Friday, April 10 (The Church of Jesus Christ of Latter-day Saints, 2020aa). Shortly after, a press release was issued relaying a video message from President Nelson’s social media that expressed gratitude for those who participated in the fasts (The Church of Jesus Christ of Latter-day Saints, 2020ff). President Nelson also used press releases to share information that impacted members worldwide. For example, on May 6, a press release was issued sharing a video he had posted on social media. The video explained how the Church was working to resume religious activities worldwide (The Church of Jesus Christ of Latter-day Saints, 2020rr). Another message that was issued through a press release from President Nelson was an invitation for all people to join the April General Conference, regardless of religion (The Church of Jesus Christ of Latter-day Saints, 2020w). Religious Freedom Although the majority of press releases issued by the Church focused on procedures, a few press releases were issued covering challenges to the Church’s values due to the COVID-19 A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 35 pandemic. Government-ordered shutdowns during the COVID-19 pandemic often categorized activities into essential and non-essential. People engaged in essential activities were allowed to continue gathering while those participating in non-essential activities were discouraged from meeting in person. In many cases, religious organizations were put into the non-essential category (Congressional Research Service, 2020). This brought up many concerns within religious organizations about religious freedom. Elder David A. Bednar, a leader of The Church of Jesus Christ of Latter-day Saints, was active in these conversations. He participated in an online roundtable about religious liberty during COVID-19 with leaders from the United States, Canada, and the United Kingdom (The Church of Jesus Christ of Latter-day Saints, 2020hhh). His comments on the topic of religious freedom were the focus of multiple press releases issued by the Church. He said, “Because gathering lies at the very heart of religion, the right to gather lies at the very heart of religious freedom” (The Church of Jesus Christ of Latter-day Saints, 2020ddd). He also emphasized that religion can be an important part of recovering from the COVID-19 pandemic as it gives people hope, provides community, offers humanitarian work, and facilitates the sharing of accurate information (The Church of Jesus Christ of Latter-day Saints, 2020sss). Humanitarian Work Almost 30 percent (24) of the press releases issued by The Church of Jesus Christ of Latter-day Saints during 2020 contained messages about the humanitarian work that the Church was doing to aid people affected by COVID-19 (The Church of Jesus Christ of Latter-day Saints, 2020nn). The Church of Jesus Christ of Latter-day Saints has an entire organization for their humanitarian work called Latter-day Saint Charities. Members around the world volunteered with Latter-day Saint Charities to provide aid to others who were struggling. This aid was A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 36 administered in collaboration with forty-eight partner humanitarian organizations, such as the American Red Cross, World Food Programme, and Catholic Relief Services (Latter-day Saint Charities, 2021). COVID-19 specific humanitarian efforts began in January in partnership with Project HOPE. It donated protective equipment to Shanghai Children’s Medical Center (The Church of Jesus Christ of Latter-day Saints, 2020b). By April, COVID-19 specific projects were spread worldwide (The Church of Jesus Christ of Latter-day Saints, 2020bb; 2020dd). Many projects focused on providing protective equipment in the form of masks. Latter-day Saint Charities partnered with Utah health entities to provide five million face masks to front-line healthcare professionals (The Church of Jesus Christ of Latter-day Saints, 2020ee; 2020pp). Personal Protective Equipment (PPE) and hygiene supplies were donated to healthcare workers around the world (The Church of Jesus Christ of Latter-day Saints, 2020jj; 2020ll; 2020yy; 2020bbb; 2020fff). The Church of Jesus Christ of Latter-day Saints temporarily converted Beehive Clothing factories to produce face masks (2020ww). These facilities traditionally are used to produce sacred temple clothing. Members around the world volunteered to make face masks that were then donated to front-line workers (The Church of Jesus Christ of Latter-day Saints, 2020jjj). In addition to PPE, Latter-day Saint Charities donated large amounts of food to people suffering from a food crisis resulting from the COVID-19 pandemic. Sharon Eubank, president of Latter-day Saint Charities, told members of the G20 Interfaith forum that, “Latter-day Saint Charities (LDSC) mounted the largest response in its 35-year history to COVID-19 and the associated food crisis” (The Church of Jesus Christ of Latter-day Saints, 2020uuu). Collaborations with local food pantries and the World Food Programme (WFP) allows Latter- A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 37 day Saint Charities to donate food around the world (The Church of Jesus Christ of Latter-day Saints, 2020lll; 2020ppp; 2020qqq; 2020www). Latter-day Saint Charities collaborated with local governments to provide the aid most needed in their area. This included aiding Argentine citizens in returning home from Mexico (The Church of Jesus Christ of Latter-day Saints, 2020qq), video conferencing with Cambodian government officials to learn about their needs (The Church of Jesus Christ of Latter-day Saints, 2020tt), and coordinating with Filipino leaders to provide assistance through humanitarian aid (The Church of Jesus Christ of Latter-day Saints, 2020xx). The Accra Metropolitan Assembly recognized the Church’s efforts to fight COVID-19 at an award ceremony in December (The Church of Jesus Christ of Latter-day Saints, 2020cccc). The Church of Jesus Christ of Latter-day Saints also helped members who benefit from the Perpetual Education Fund (PEF) by deferring loan payments and interest charges (The Church of Jesus Christ of Latter-day Saints, 2020iii). The PEF is a loan program run by the Church that offers financial assistance to members pursuing further education (Learn more, 2021). A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 38 Chapter 3: Analysis of Press Releases from the CDC The Centers for Disease Control and Prevention (CDC) is a United States national public health institute. It is housed within the U.S. Department of Health and Human Services. The CDC is generally accepted as the top health institute in the U.S. and is relied upon for information about emerging health threats. Press releases issued by the CDC about the COVD-19 pandemic can be divided into two categories: (1) guidelines and (2) informational. Press releases that fit within the guidelines category provided specific instructions that were used to keep slow the spread of the COVID-19 virus. Guidelines were developed for both the general public and healthcare workers. Informational press releases did not give instructions, but simply provided new findings regarding the COVID-19 virus. This information kept healthcare workers up to date on new findings that changed the way the virus was understood and treated. Guidelines Releases The first category of press releases issued by the CDC is guidelines. These are instructions that were given to healthcare workers and the public to minimize the spread of the COVID-19 virus. While the CDC did give general guidelines through press releases, much of the specific day-to-day guidelines came through other platforms, often from other government leaders. Instead, the CDC’s press releases focused on guidelines that were more widespread or focused on healthcare workers. The first guidelines were implemented on January 17, which introduced additional screening for symptoms associated with COVID-19 at several major airlines that received most of the travelers from Wuhan, China (Centers for Disease Control and Prevention, 2020a). The CDC also updated the travel advisory level for Wuhan China to encourage travelers to practice higher health precautions than normal. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 39 As the virus began to spread within the United States, the CDC developed testing kits that were distributed to healthcare workers. A press release was issued on February 6 providing information about the testing kits and instructing healthcare workers on obtaining more tests (Centers for Disease Control and Prevention, 2020e). Testing kits were limited, so only a certain number of tests could be sent to each location. Due to the nature of the pandemic, testing kits were sent out under an emergency authorization as the FDA had not yet approved them. This made it especially important for clear guidelines to be outlined as the tests were being sent out. In June, the CDC issued a press release outlining new reporting procedures for COVID- 19 test results (Centers for Disease Control and Prevention, 2020j). These procedures were put in place to allow the data to be analyzed more quickly and fully. In addition to reporting the result of the test, healthcare workers were required to provide demographic information. The press release messaging focused on the importance of this information for determining the impact on vulnerable groups and for allowing contact tracing. Press releases issued in July gave more detailed guidelines for the public. The CDC recommended that people wear face coverings to decrease the spread of the COVID-19 virus (2020l). This recommendation was based on a research study published by the Journal of the American Medical Association. The study examined two case studies in the United States Midwest that showed a significant decrease in the spread of the COVID-19 virus when masks were worn by the majority of people. Throughout the beginning of the COVID-19 pandemic, there was debate about the effectiveness of masks in preventing spread of the virus (Brewster, 2020). The CDC used this press release to make it clear that masks were an effective tool in stopping the spread. CDC Director Dr. Robert R. Redfield was quoted saying, “Cloth face coverings are one of the most powerful weapons we have to slow and stop the spread of the A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 40 virus” (Centers for Disease Control and Prevention, 2020l). This press release and the study it referenced became the basis for many state mask mandates throughout the country. A press release was also issued on July 23 with guidelines and resources for reopening schools in the fall of 2020 (Centers for Disease Control and Prevention, 2020m). The guidelines outlined in this press release covered healthy behaviors, schedule restructuring, and keeping the school sanitized. Information was also published to help parents make the decision between having their children return to school or finding at-home options. The messaging in this press release emphasized the need to adapt to local conditions. It also highlighted the importance of attending school for the health of children. CDC Director Robert R. Redfield stressed the importance of school when he said, “It is critically important for our public health to open schools this fall” (Centers for Disease Control and Prevention, 2020m). A telebriefing was held the following day to discuss the resources provided in the press release. Informational Releases The CDC used press releases to share new information about the COVID-19 virus. Many of these updates were about the first cases in the United States and where the virus had spread. The first case was confirmed in the state of Washington on January 21 (Centers for Disease Control and Prevention, 2020b) and a second case was confirmed in Illinois three days later (Centers for Disease Control and Prevention, 2020c). Both patients had recently visited Wuhan, China. At the time of the first patients, the CDC did not label the COVID-19 virus as a large threat to the United States. China had reported some person-to-person spread of the virus, but all cases in the U.S. were travel related. On January 30, the CDC confirmed person-to-person spread of the COVID-19 virus. (Centers for Disease Control and Prevention, 2020d). The press release acknowledged that this A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 41 information created higher concern about the virus, but it continued to label the threat level as low. The CDC worked with local health departments to contain the spread. After the January press releases, the CDC switched its focus from new cases to information about who was most at risk from the virus. The biggest update did not come until June, when the CDC expanded the list of at-risk individuals due to age or underlying medical conditions (Centers for Disease Control and Prevention, 2020k). Studies reported through a press release examined how COVID-19 impacted American Indians and Alaska Natives (Centers for Disease Control and Prevention, 2020o). The research identified that many ethnic minority groups had a higher risk from the disease. The CDC issued press releases to share updates on its research about the COVID-19 virus. In May, the CDC announced a new national consortium of laboratories that would allow new information about the COVID-19 virus to reach the public quicker (Centers for Disease Control and Prevention, 2020h). The information from this consortium was shared through public repositories, making it available to all researchers and health professionals. At this point, most detailed information was published through the public repositories. The CDC did continue to share the most critical information through their press releases. One press release acknowledged that other areas of health were being impacted by the COVID-19 pandemic. In this press release, the CDC shared that drug overdose deaths in the United States had greatly increased during the pandemic (Centers for Disease Control and Prevention, 2020q). Approximately 30 percent (5) of the CDC’s press releases informed the public and healthcare workers about funding that was being allocated for the COVID-19 pandemic (Centers for Disease Control and Prevention, 2020f; 2020i; 2020p). A Coronavirus Aid, Relief, and Economic Security (CARES) Act provided even more funding to COVID-19 research (Centers A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 42 for Disease Control and Prevention, 2020g). The CDC partnered with the Centers for Medicare and Medicaid Services (CMS) to pay healthcare workers who were counseling patients about the importance of self-isolation after testing (Centers for Disease Control and Prevention, 2020n). Funding was distributed throughout the nation to local healthcare facilities. Press releases announcing funding outlined specifically what the money would be used for to help in fighting the COVID-19 pandemic. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 43 Chapter 4: Comparison of Church and CDC Messaging The Church of Jesus Christ of Latter-day Saints and the CDC were both issuing press releases related to the COVID-19 pandemic during the year 2020. After analyzing the messaging in the press releases separately, it is then possible to create a comparison between the two organizations. Although the CDC and the Church shared many of the same types of content, such as logistical changes, they approached the sharing of information in different ways. The two organizations tailored their content to their audiences, creating many of the differences in their messaging. This chapter will first analyze the differences and contradictions between the messaging of the Church and the CDC. Then it will examine the ways in which their messaging overlapped and supported each other. Differences in Messaging The CDC and The Church of Jesus Christ of Latter-day Saints took some different approaches to their communication about COIVD-19. It is clear to see that the CDC shared information from a scientific viewpoint, while the Church published information from a religious viewpoint. These different ideological perspectives shaped the way that the two organizations approached their messaging. Although they were both addressing procedures and cancellations, the two organizations had several differences in their messaging. There are four primary differences of messaging between the two organizations: (1) different audiences, (2) timing of press releases, (3) primary issues addressed, and (4) focus of messaging. Different Audiences The Church of Jesus Christ of Latter-day Saints is a worldwide organization. Over 16 million members live in 160 countries and territories. Official Church communication typically caters to this worldwide audience. Occasionally, press releases will be targeted to a specific A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 44 demographic, such as the response to Governor Gary Herbert’s Executive Order in Utah (The Church of Jesus Christ of Latter-day Saints, 2020yyy). Because the Church is reaching a worldwide audience, its press release messaging did not contain many specifics on regulations. Instead, the messaging encouraged members to follow local restrictions and guidelines (The Church of Jesus Christ of Latter-day Saints, 2020g; 2020k; 2020o; 2020r). Missionary changes were also made according to the risk level of the area in which they were serving (The Church of Jesus Christ of Latter-day Saints, 2020c; 2020d; 2020xxx). By referencing local guidelines, the Church established that health officials were responsible for making the guidelines, but the Church would encourage their members to follow those guidelines. Some press releases were issued with specific guidelines for returning missionaries (The Church of Jesus Christ of Latter-day Saints, 2020d; 2020q; 2020r; 2020ss) and for in-person meetings (2020vv; 2020yyy). Alternatively, the CDC’s audience is only people living within the United States. This smaller audience allowed them to give specific guidelines and statistics in their press releases. The CDC shared first cases (Centers for Disease Control and Prevention, 2020b; 2020c; 2020d), testing guidelines (2020e), and relevant research (2020k; 2020l; 2020o). Resources shared by the CDC had information that was tailored to the current risk levels within the United States. The CDC was able to coordinate with other government agencies to create guidelines that would keep people safe. The difference in audience was also apparent in the spread of funding and resources provided by the two organizations. The Church of Jesus Christ of Latter-day Saints spread its humanitarian work throughout the world. This included Nigeria (The Church of Jesus Christ of Latter-day Saints, 2020ll), Cambodia (2020tt), Philippines (2020xx), South Africa (2020yy), and Mexico (2020lll). In the October general conference, President Russell M. Nelson reported that A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 45 The Church of Jesus Christ of Latter-day Saints had coordinated 895 relief projects in 150 countries (2020uuu). CDC resources were primarily shared through funding provided to healthcare institutions and research facilities (Centers for Disease Control and Prevention, 2020f; 2020i; 2020p). This funding was distributed to local facilities with instructions about what the money could be used for (Centers for Disease Control and Prevention, 2020g; 2020n). Timing of Press Releases Another difference between the CDC and The Church of Jesus Christ of Latter-day Saints was the timing of issuing press releases. Between January 1, 2020 and January 1, 2021, the Church issued 82 press releases concerning COVID-19. Within the same parameters, the CDC issued just 17 press releases. This number difference meant that the Church was issuing press releases more often than the CDC. The Church of Jesus Christ of Latter-day Saints issued press releases every month of the year. It was common for the Church to issue press releases in batches. Several press releases would be published on the same day covering different topics (The Church of Jesus Christ of Latter-day Saints, 2020f; 2020g; 2020h; 2020i; 2020ss; 2020tt; 2020yyy; 2020zzz). In contrast, the CDC did not issue any press releases during March, October, and November. Press releases were spread out during the months that they were issued. The CDC never issued more than one press release on the same day. These differences meant that the Church was sharing far more information than the CDC. This could be because the Church had more topics to cover than the CDC. The differences in numbers could also be explained by the type of information that was shared by the organizations. The CDC only shared information that was factual, most of which was backed by research. The Church shared very little scientific data A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 46 about the COVID-19 virus, instead focusing on following existing guidelines from health officials and sharing thoughtful messages. The timing was not only different in the frequency of issuing press releases, but also in the dates of reopening and mask messaging. Both organizations had a shift in messaging when they went from closures to reopening. The Church of Jesus Christ of Latter-day Saints began addressing reopening on May 6 (2020rr). The announcement that weekly meetings would resume in a modified fashion was made shortly after on May 19 (The Church of Jesus Christ of Latter-day Saints, 2020vv). From that point on, events and buildings were slowly reopened by the Church (The Church of Jesus Christ of Latter-day Saints, 2020nnn; 2020ooo; 2020xxx). Conversely, the CDC primarily issued press releases with messaging surrounding health risks and closures. The CDC did not make the switch in messaging until July, two months after the Church (Centers for Disease Control and Prevention, 2020m). Even after the switch, CDC messaging had limited information about reopening. Religious leaders stressed the importance of returning to meetings, while the CDC was more focused on the health risks of large gatherings. The Church attempted to address this difference by referring to local authorities, but they still began the discussion of reopening much earlier than the CDC. By referring to local guidelines, the Church allowed members living in countries with low COVID-19 transmission to return to meetings while members in countries with high transmission would continue to meet virtually. The CDC was only targeting people living within the United States, so the reopening time was more consistent for its audience, allowing a later time frame on reopening messaging. The timing of messaging about masks also differed between the two organizations. A CDC press release gave specific recommendations to wear masks on July 14 (Centers for A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 47 Disease Control and Prevention, 2020l). The Church did briefly mention masks in March (The Church of Jesus Christ of Latter-day Saints, 2020r), and May (2020ss; 2020vv), but the core of its mask messaging did not occur until a press release in November (2020yyy). The November press release was in response to the mask mandate in Utah, where the Church is headquartered, not CDC recommendations. This difference in timing is one of the ways that the ideologies of religion and science conflict with each other. Religions are typically controlled by few leaders, allowing the leaders to act quickly to a changing political environment. The CDC, on the other hand, is not a policy-making government agency. Due to the CDC’s inability to enact policy it relies on a diverse pool of government officials to heed its advice. The United States government established a COVID- 19 task force to work with the CDC to establish COVID policy. The task force did not enact a mask mandate, deferring this responsibility to state and city governments. The United States government’s complex political landscape delayed the time between the CDC’s counsel and actual policy making actions. This delay could have accounted for some of the difference in timing between the reopening messaging of the Church and the CDC. Primary Issues Addressed The Church of Jesus Christ of Latter-day Saints and the CDC both addressed health issues surrounding the COVID-19 pandemic, but they focused on different types of health. As a religious organization, the Church primarily focused on the spiritual and mental health of their members. One topic that was mentioned about mental and spiritual health was the need to meet with others. David A. Bednar addressed this issue in his messages about religious freedom. He said, “Protecting a person’s physical health from the coronavirus is, of course, important, but so is a person’s spiritual health” (The Church of Jesus Christ of Latter-day Saints, 2020ddd). He A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 48 later emphasized the importance of religion in helping “people find meaning and purpose” in their lives (The Church of Jesus Christ of Latter-day Saints, 2020sss). One third of the press releases published by the Church during 2020 focused on humanitarian work. Even though many humanitarian efforts assisted with physical needs, the press releases contained messaging about spiritual needs and connection with other people. Helemán Montejo, a Church representative in the Mexico area, was quoted saying, “We hope this is not the only or the last time that we can join forces to bless the lives of God’s children through that love that unites us” (The Church of Jesus Christ of Latter-day Saints, 2020lll). Similar messaging about the love of God, community, and service were contained in many of the press releases outlining the Church’s humanitarian work (The Church of Jesus Christ of Latter-day Saints, 2020bb; 2020jj; 2020bbb). In contrast with the Church, the CDC is primarily responsible for addressing the physical health of people living within the United States. It is responsible for disseminating accurate information to the public, guiding government officials in making informed decisions, and suggesting appropriate responses for organizational leaders. This was apparent by the types of information that the CDC provided in its press releases. The CDC shared information about risks (Centers for Disease Control and Prevention, 2020c; 2020k; 2020o), but it also provided the public with actionable steps that they could take to prevent the spread of the virus. This included testing (Centers for Disease Control and Prevention, 2020e), wearing masks (2020l), following suggested guidelines (2020m), and participating in self-isolation when necessary (2020n). Press releases issued from the CDC did not include information about mental or spiritual health, but it clearly addressed the physical health risks that the COVID-19 pandemic presented. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 49 Focus of Messaging The final difference between the messages from The Church of Jesus Christ of Latter-day Saints and the CDC was the focus of their messaging. The Church focused primarily on messages of hope and community. Its messaging looked towards the future when the COVID-19 pandemic was over. This was especially apparent in the press releases that relayed messages from leaders. The messaging in these press releases focused on finding hope and joy through Jesus Christ even during challenging times. One example is President Russell M. Nelson’s message during the October 2020 general conference. He said, “Our ultimate security comes as we yoke ourselves to Heavenly Father and Jesus Christ! Life without God is a life filled with fear. Life with God is a life filled with peace” (The Church of Jesus Christ of Latter-day Saints, 2020rrr). Similar messaging was seen in press releases throughout the year (The Church of Jesus Christ of Latter-day Saints, 2020n; 2020rr). Press releases from the Church contained messages of hope as they shared ways in which members were adapting to life during the COVID-19 pandemic. For example, missionaries gathered virtually to share their message through music (The Church of Jesus Christ of Latter-day Saints, 2020y; 2020gg). Most large religious events were still held, but in a virtual format (The Church of Jesus Christ of Latter-day Saints, 2020v; 2020ii; 2020aaa; 2020ggg; 2020mmm; 2020vvv). Press releases were issued outlining the ways that members were helping their communities by making masks for healthcare workers and donating hygiene kits (The Church of Jesus Christ of Latter-day Saints, 2020jj; 2020jjj) to assist in the shortage of personal protective equipment due to the COVID-19 pandemic (Cohen & Rodgers, 2020). These stories shared through press releases created messaging that members were not helpless and could adapt to the difficult circumstances in creative ways. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 50 The CDC messaging focused primarily on information and guidelines that would keep people safe in the current situation. Its messaging was much more centered around immediate issues than the Church, which had forward-looking messaging. This focus in its messaging was apparent in the way that the CDC press releases regularly updated guidelines based on new information. The first press releases issued by the CDC considered the COVID-19 virus a low threat to the United States (2020b; 2020c). When person-to-person spread was confirmed, the threat level was moved higher (2020d). Concern about the virus continued to grow as it spread throughout the United States. This was reflected in additional guidelines, such as new reporting requirements (Centers for Disease Control and Prevention, 2020j), and higher concern from the CDC (2020h; 2020j; 2020m). As new research was conducted, the CDC made updates to the lists of at-risk individuals (2020k; 2020o). Overlapping Messaging Although there were several differences in messaging between The Church of Jesus Christ of Latter-day Saints and the CDC, there were also areas of overlap in their communication about the COVID-19 pandemic. This overlap is important for understanding the ways in which these originations could support each other in their communication about health issues. Topics where the messaging is already overlapping provide an ideal starting point for possible future collaboration. The overlapping messaging between the Church and the CDC can be arranged into three categories: (1) references to guidelines, (2) organizational contributions, and (3) logistical changes. References to Guidelines The Church of Jesus Christ of Latter-day Saints referred to “local government regulations” (2020vv) in many of their press releases. This is a broad term meant for their A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 51 worldwide audience. The Church’s focus on governmental guidelines aligns with one of its core beliefs of obeying the law. Joseph Smith, the first President of The Church of Jesus Christ of Latter-day Saints, wrote a letter outlining the Church’s beliefs. In the letter he stated, “We believe in being subject to kings, presidents, rulers, and magistrates, in obeying, honoring, and sustaining the law” (Smith, 1842). The CDC serves as the primary source of regulations for the United States. Although the CDC did not mention religion specifically in their messaging, the Church regularly referred to health guidelines generally and specifically referenced the CDC guidelines for missionaries returning home (The Church of Jesus Christ of Latter-day Saints, 2020r). For example, families of returning missionaries were given direction to follow health guidelines put in place at airports when picking up their missionaries and to observe a 14-day quarantine (The Church of Jesus Christ of Latter-day Saints, 2020ss). The airport guidelines limited the gathering to one car per family with a maximum of two people. Despite this direction, Salt Lake City International Airport still had hundreds of people gather in the parking garage, with many people removing their masks (Alberty, 2020). In response, the Church issued an additional press release that outlined the airport guidelines before the next large group of missionaries came home (The Church of Jesus Christ of Latter-day Saints, 2020ss). As the Church announced a phased reopening of weekly meetings and temple activity, it stated that this could only be done as local regulations allowed (The Church of Jesus Christ of Latter-day Saints, 2020vv, 2021a). Missionaries were encouraged to follow health guidelines both in their areas and after returning home. Those who continued teaching were asked to utilize technology to share their messages (The Church of Jesus Christ of Latter-day Saints, 2020o). When missionaries returned from their missions, either for a release or a reassignment, they were required to follow self-isolation A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 52 guidelines from the World Health Organization and the CDC (The Church of Jesus Christ of Latter-day Saints, 2020r). The Church of Jesus Christ of Latter-day Saints emphasized the need for religions to collaborate with health and government organizations. David A. Bednar addressed this topic at the 2020 G20 Interfaith Forum. He said, “My hope and prayer is that government officials and faith leaders can collectively respond to COVID-19 in ways that protect both physical and spiritual health” (The Church of Jesus Christ of Latter-day Saints, 2020sss). One of his suggestions for ways in which religion can collaborate with government organizations was through the sharing of accurate information. The Church has many communication avenues, including press releases, which can be used to share health guidelines, debunk rumors, and calm fear (The Church of Jesus Christ of Latter-day Saints, 2020sss). This was exemplified when the Church shared guidelines for returning to in-person weekly meetings, such as social distancing, wearing masks, keeping the number of attendees under local limits, and increased handwashing (The Church of Jesus Christ of Latter-day Saints, 2020vv). The Church also shared guidelines specifically for members living in Utah in order to comply with the mask mandate (The Church of Jesus Christ of Latter-day Saints, 2020yyy). Messaging from the Church also emphasized the ways in which members could assist during the COVID-19 pandemic. Leaders of the Church said, “We wish to be good global citizens and do what we can to limit the spread of this disease” (The Church of Jesus Christ of Latter-day Saints, 2020e). In addition to following health guidelines, the Church suggested faith-related ways to assist. One example of this was the two worldwide fasts facilitated by the Church (The Church of Jesus Christ of Latter-day Saints, 2020u; 2020aa). Those participating in the fasts were encouraged to ask God “that the present pandemic may be controlled, caregivers protected, A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 53 the economy strengthened, and life normalized” (The Church of Jesus Christ of Latter-day Saints, 2020aa). In this way, the Church encouraged members to utilize their faith as a way to assist during the COVID-19 pandemic. Members were still encouraged to follow local health guidelines such as 14-day self isolation periods (The Church of Jesus Christ of Latter-day Saints, 2020d; 2020q), social distancing (2020vv), and wearing masks (2020yyy). In this way, members were encouraged to utilize both religion and science to limit the spread of the COVID-19 virus. Organizational Contributions Both the CDC and The Church of Jesus Christ of Latter-day Saints emphasized the contributions of their organizations in response to the COVID-19 pandemic. The Church’s contributions were given primarily through humanitarian work. Many of these projects assisted healthcare workers by donating personal protective equipment (PPE) and other depleted materials needed to care for people who contracted the COVID-19 virus (The Church of Jesus Christ of Latter-day Saints, 2020ll; 2020pp). The Church also distributed masks around the world to aid in slowing the spread of the virus (The Church of Jesus Christ of Latter-day Saints, 2020dd; 2020ww; 2020jjj). Press releases were issued regularly with updates on the number of COVID-19 relief projects that Latter-day Saint Charities participated in (2020bb; 2020dd; 2020jj; 2020bbb; 2020fff; 2020uuu). Humanitarian work and charity are important principles within The Church of Jesus Christ of Latter-day Saints. For this reason, the Church established its humanitarian organization, Latter-day Saint Charities. Carlos G. Revillo, Latter-day Saint Charities country manager in the Philippines, said, “Charity is the pure love of Christ. These contributions come from the love of the members of the Church” (The Church of Jesus Christ of Latter-day Saints, 2020bbb). This importance was apparent through the number and frequency of press releases issued that focused A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 54 on the humanitarian work of the Church. The focus on humanitarian work also allowed the Church to shine a positive light on their organizations. Press releases serve a dual purpose of sharing information and building the organization’s reputation (McLaren & Gurau, 2005). By focusing on the ways that the Church provided assistance during the COVID-19 pandemic, the press releases improved the Church’s reputation. The CDC also focused on its contributions to COVID-19 relief in the messaging of its press releases. Contributions from the CDC were primarily distributed in the form of additional funding for health care and research facilities (Centers for Disease Control and Prevention, 2020f; 2020g; 2020i; 2020n; 2020p). Messaging about funding made up almost one-third of the total press releases issued by the CDC, the same percentage as the humanitarian press releases issued by The Church of Jesus Christ of Latter-day Saints. The funding was distributed through channels that had previously been established between the CDC and local healthcare facilities. The funding allowed research facilities to increase their understanding of the virus and gave healthcare workers the resources needed to effectively fight the COVID-19 virus. There are a few potential reasons why funding is a central topic throughout the CDC press releases. As a government agency, the CDC’s budget is made up of money collected through taxes. This makes the organization responsible to the American public for its use of the money. In the first statement of the CDC’s Pledge to the American People, it commits to “be a diligent steward of the funds entrusted to our agency” (Mission, Role and Pledge, 2019). The focus on funding also accomplishes the two goals of a press release to (1) inform the public and (2) present the organization in a positive light (McLaren & Gurau, 2005). Funding from the CDC is provided as grants or cooperative agreements. Local health institutions need to be informed about the funding opportunities available to them through the CDC. Once the funding is A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 55 received, local health institutions agree to contribute to the CDC’s goals (About CDC Funding, 2018). The CDC press releases centered around funding improved the organization’s image as it covered the ways that the funding would assist medical professionals in understanding the COVID-19 virus. Logistical Changes The final category of overlapping messaging between The Church of Jesus Christ of Latter-day Saints and the CDC is logistical changes. Both organizations were responsible for creating guidelines that would keep people safe. These changes often required specifics about when, where, and how people could safely gather. Press releases were issued to announce the necessary changes and provide instructions on the logistics of how to make these changes work. Logistical changes from the Church provided more specifics than the CDC. The Church gave instructions for participating in weekly meetings from home (The Church of Jesus Christ of Latter-day Saints, 2020j, 2020cc), reassigning missionaries (2020q, 2020x, 2020ccc), attending virtual events (2020v, 2020aaa, 2020vvv), and returning to meeting in person (2020vv, 2020nnn). A press release was also issued that answered administrative questions that arose from holding meetings virtually (The Church of Jesus Christ of Latter-day Saints, 2020cc). The Church of Jesus Christ of Latter-day Saints also gave local leaders the freedom to adjust some guidelines according to the needs of their members and the local conditions. CDC guidelines took a broader approach. The guidelines issued by the CDC were then used by local governments to make policy tailored to their area. Many of the logistic changes made by the CDC were targeted towards healthcare workers. These included the distribution of test kits (Centers for Disease Control and Prevention, 2020e) and reporting requirements (2020j). Broad resources were issued for the reopening of schools (Centers for Disease Control and A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 56 Prevention, 2020n). State governments used these resources to develop specific guidelines that allowed students to return and the schools to open. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 57 Chapter 5: Conclusion Discussion The analysis of the messaging from The Church of Jesus Christ of Latter-day Saints and the CDC discussed several themes that were found within their press releases. While these themes aid in understanding the ways that these organizations communicate, it is also important to understand the context surrounding these messages. Both the Church and the CDC used about 30 percent of their press releases to report the use of money. The Church did this when talking about the humanitarian efforts that were being completed. The CDC reported how much funding was being provided to health care facilities and what that money would be used for. This focus on money is likely due to where the organizations get their funding. Latter-day Saint Charities is funded through tithing donated by members of the Church. Tithing is a contribution that all members make to the Church, typically consisting of 10 percent of their income, although additional donations can be made (Tithing, 2021). The CDC is funded through taxes paid by citizens of the United States. Both organizations were likely to spend a significant amount of time reporting the ways in which these funds were used because the money came from their constituents. Another important part of the context of the press releases is President Nelson’s former career. Prior to becoming the President of the Church, Russell M. Nelson was a world-renowned heart surgeon. He has won many awards from medical institutions (President Russell M. Nelson, 2021). President Nelson was part of a group that designed the first heart-lung machine to be used in human surgery (Lockhart, 2018). This past career likely influenced the ways in which The Church of Jesus Christ of Latter-day Saints responded to the COVID-19 pandemic. The Church was quick to make changes in accordance with health guidelines. This quick response was seen A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 58 when they suspended all meetings at the beginning of the year (The Church of Jesus Christ of Latter-day Saints, 2020j). The Church issued a press release on November 12 in response to a mask mandate that was put into effect on November 9 in Utah, where the Church is headquartered (2020yyy). References were frequently made to local, national, and international health organizations. Some guidelines were specifically enforced, including social distancing (The Church of Jesus Christ of Latter-day Saints, 2020r; 2020vv), handwashing (2020vv), and mask wearing (2020yyy). President Nelson most likely encouraged this communication from the Church. One of the differences between the Church and the CDC was the timing of their press releases. This was noticeable in two areas of the messaging: (1) reopening and (2) masks. The Church of Jesus Christ of Latter-day Saints began messaging about reopening in May (2020rr). In contrast, the CDC did not talk about reopening until July when it gave guidelines for returning to school (Centers for Disease Control and Prevention, 2020m). This difference can be partially attributed to the role that both organizations played in communicating about the COVID-19 pandemic. The Church’s primary role was bolstering faith in their members, so they began talking about future reopening before they had any plans for returning to meetings. The CDC’s role was to provide guidelines, so their reopening messaging did not come until they were prepared for a return to large gatherings. One of the possible implications of the Church’s earlier reopening messaging could have been that members began to think that the COVID-19 pandemic would be over soon. While it is important for the Church and other religious organizations to share hopeful messages, this does create a possible downfall that people do not understand the correct timeline. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 59 The Church and the CDC also had different timelines when sharing information about masks. The CDC issued a press release encouraging people to wear masks in July (2020l). Mask messaging from the Church did not occur until November, when a mask mandate began in Utah (2020yyy). Several factors could have influenced the difference. Communication from governments and scientific organizations was not always clear about whether masks were encouraged. This may have led the Church to delay messaging about masks until they had a clear answer. This came in the form of the Utah mask mandate. By responding to a more local guideline, the Church was able to get more definitive information than the national government was producing. Another factor was the highly political nature of the COVID-19 pandemic. The Church may have waited to make strong statements because it did not want to be involved in the political debate. Once the government decided on a more unified position about masks, the Church could reference these guidelines. It is possible that the Church’s delay impacted how members viewed masks. Many people were vocal in their opposition to masks. Had the Church encouraged mask wearing earlier in the year, it is possible that less resistance would have risen. The Church could have been more explicit in their encouragement of mask wearing, rather than just occasional references in meeting guidelines. Research Contribution This study expands on the current literature in three ways. First, it builds on the current research about church-based health communication. Most studies in the current body of research focus on health programs that are held in partnership with religious organizations (Campbell et al., 2007; DiGuiseppi et al., 2014; Ucheaga & Hartwig, 2010). This study instead focuses on the messaging that religious organizations share through press releases. By studying press releases, this study examines communication to a larger audience than those focused on programs. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 60 Existing research that examines programs tend to focus on individual congregations and the impact of the communication on their members. This study examines communication that is targeting national and worldwide audiences. New technology requires more emphasis on mass communication, so it is important that research also examines messaging for large audiences. This study also adds to the current literature about church-based health communication by focusing on a recent health crisis. Most of the current literature examines communication about the HIV/AIDs epidemic that began in the 1980s (Kelly, 2009; Oluduro, 2010; Ucheaga & Hartwig, 2010). By studying the COVID-19 pandemic, this study builds on the current research by bridging a nearly 40-year gap. This study found many similar themes to previous research, showing that suggestions for the collaboration between religion and science for health communication are still useful even after the many technological advantages that have shaped the way we communicate. One reason why collaboration is still useful is because of the impact of influencers. Even with the reliance on technology, people trust other people. Because of this, influencers are a critical part of human communication that transcends technology. Religious leaders can fill the need for influencers in health communication. Second, this study adds to the current literature about official church communication. Only a few studies in the existing research focus on the topic of official church communication. Most of the current research focused on religious policy and new media (Karanu et al., 2020; Kelly, 2009; Lesniczak, 2016; Newman & Smith, 2007). This study adds research on press releases, a format that is not covered in the previous research. While the format may be different, this study found some similar themes to existing literature. One of these themes was messages of hope. A previous study about church media found a focus on inspirational messaging (Brubaker et al., 2017), similar to that in the press releases containing messages from leaders. One A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 61 noticeable gap in the existing literature about official church communication and health messaging was the lack of social media use. This study began to fill this gap as many of the press releases referenced social media posts from personal accounts of Church leaders. In this way, the line between official church communication and leaders’ social media accounts was blurred. Further research on this topic would be useful. Third, this study contributed to the understanding of how religious organizations and researchers interact through their communication. This study found that the Church referenced the scientific guidelines, but the CDC did not reference religion in any press releases. By encouraging social distancing (The Church of Jesus Christ of Latter-day Saints, 2020vv), 14-day self quarantines (2020d; 2020q), mask wearing (2020ss; 2020yyy), and other guidelines (2020r; 2020zz), the Church has already taken the first step toward collaboration for health communication. If religious organizations are already communicating about health topics, it is even more important that researchers find a way to collaborate with them. Collaborations could include establishing contacts that would develop an understanding of both religious and scientific ideologies and create an open communication channel between the two ideologies. Once communication and understanding have been developed, leaders from both ideologies could begin collaborating in ways that they see fit. This would ensure that accurate information is getting to religious leaders and subsequently out to the public, while allowing scientific researchers to identify the religious organizations that would most likely have beliefs aligning with their findings. Differences in viewpoints can be overcome by tailoring the types of scientific information that is included in collaborations. By matching scientific findings with a religion’s beliefs, the collaboration will be more likely to succeed. Collaborations between science and A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 62 religion are possible and previous research has shown that they can be effective (Allen et al., 2014; Beatty & Walter, 1989; Lumpkins et al., 2013; Osafo, 2016). This study adds that religious organizations are willing to assist in communicating about health issues, but they still rely on researchers to provide them with accurate information to share. Much of the Church’s messaging was broad or referred to local health restrictions. If researchers had established connections with Church leaders, they could have allowed the Church to share more specific information and the researchers could have a platform to present their findings to a larger audience. Limitation of Study Three limitations of this study are important to address. First, I am a member of the Church of Jesus-Christ of Latter-day Saints. My membership could introduce some unintentional bias in my analysis of the messaging of the Church. While my membership in The Church of Jesus Christ of Latter-day Saints presents a limitation, it could also be viewed as a strength because it gives me the ability to fully understand the context of the Church’s communication. Second, available press releases from the CDC were limited. This was in part because the CDC created a page on its website specifically for information about the COVID-19 pandemic (Coronavirus disease 2019, n.d.). Due to the rapidly changing information, the CDC often relied on platforms such as press conferences and social media to get information out quickly. Only information that was well established was issued in press releases. Additionally, there were periods throughout the COVID-19 pandemic that the CDC was not a large part of the public conversation. Then U.S. President Donald Trump created a coronavirus task force that was given the responsibility of communicating with the public about the COVID-19 pandemic, effectively limiting the CDC’s voice about the matter (Bolton, 2020). Because of these limits, the themes identified in the analysis may have missed some topics. For example, at the beginning of the A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 63 COVID-19 pandemic the CDC encouraged people to save the masks for healthcare workers due to a shortage in personal protection equipment, including masks (Brewster, 2020). It was not until July 14 that the CDC published a press release encouraging people to wear masks when in public (Centers for Disease Control and Prevention, 2020l). By just examining the press releases, the change in stance about wearing face masks did not appear in the analysis. Third, the press releases issued by The Church of Jesus Christ of Latter-day Saints and the CDC are just a small part of their overall communication from these organizations about the COVID-19 pandemic. This limited scope was chosen to keep the study focused on official communication from these organizations, but other platforms were also used to share information. This included websites, social media, and press conferences. Press releases do not allow the audience to provide feedback, unlike many communication platforms utilized by the Church and the CDC. Because there was no feedback, this study was unable to examine the impact of these press releases. This creates an opportunity for further research. The scope of this study was also limited in time frame. The COVID-19 pandemic is ongoing and information continues to be published. For purposes of this study, a one-year period was selected. This limited time frame does open up the opportunity for future research. Areas of Future Research The limited scope of this research study creates several opportunities for future research on this topic. Information about the COVID-19 pandemic continues to be published by both The Church of Jesus Christ of Latter-day Saints and the CDC. Vaccines were released shortly after the timeframe of this study ended. Church leaders have been open on social media about getting vaccinated and have encouraged members to receive the vaccine. Missionaries traveling outside their home countries will be required to receive the vaccine (The Church of Jesus Christ of A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 64 Latter-day Saints, 2021b). Vaccinations would therefore be a great opportunity to examine how the ideologies of science and religions work together. Further research should be completed on the new press releases as the number of cases continues to drop. New research would be likely to find new themes in messaging as the COVID-19 pandemic comes to an end. Future research should also expand the scope of this study by examining other platforms that were used to disseminate information. Further research about the COVID-19 messaging of The Church of Jesus Christ of Latter-day Saints and the CDC could include an analysis that considers how the messaging changed in relation to the COVID-19 case numbers. This would require an analysis based around the timeline of the COVID-19 pandemic. Messaging from these organizations may have varied depending on the amount of new cases being reported. Additionally, this topic could also lend itself to research about the audience response to the messaging. Some populations experienced widespread kickback to wearing masks. It would be insightful to see the ways in which audiences responded to similar messaging depending on the source. Finally, a similar method could be applied to other religious organizations that communicated about the COVID-19 pandemic. Most churches were required to make changes to the way that they held religious services as government mandates restricted public gatherings. Examining the official communication of various religions would provide the opportunity to compare not only science to religion, but various religious organizations with each other. As religions often have varying stances on health, it is likely that some religions would overlap their messaging with science more than others. By understanding which religions have beliefs that most closely aligned with science, researchers could make better decisions about where to start A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 65 establishing collaborations. The method in this study could also be applied to future pandemics or important health discoveries made by researchers. Conclusion This study examined the messaging of The Church of Jesus Christ of Latter-day Saints about the COVID-19 pandemic. It also examined the ways that this messaging compared with that of the Centers for Disease Control and Prevention (CDC). Several key themes were identified through the process of textual analysis. The Church focused their messaging on missionaries, format changes and cancellations, messages from leaders, and humanitarian work. CDC messaging shared information and guidelines with their audience. The Church primarily relied on the CDC guidelines to guide its positioning. This study found ways in which science and religion can work together to provide accurate information during health crises. Both organizations work to keep people healthy and safe. By working together, science and religion can be even more effective in helping people around the world. Science and religion no longer need to be competing ideologies, but they can support each other to reach greater goals. A TEXTUAL ANALYSIS OF COVID-19 MESSAGING 66 Resources About CDC Funding. (2018, July 13). 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