“Sharing Is Caring”: Participatory Storytelling and Community Building on Social Media Amidst the COVID-19 Pandemic

Abstract

While most health communication studies tend to adopt an information-based approach to unpacking the communication issues around COVID-19, scant attention has been paid to the emerging narratives from local communities as a way of sensemaking, self-representation, and creative responses to the pandemic. Especially locally driven narratives that convey positive emotions and exhibit remarkable resilience of the great majority are underexamined. To narrow this gap, this study analyzed a Facebook-based, participatory storytelling program to reveal how local communities (co-)construct humanized narrative accounts of lived experiences and context-specific knowledge about pandemic responses. Data collection involved qualitative content analysis of 245 user-generated stories, associated with comments and engagement from the group members, for a 6-month period. Results show that open and participatory storytelling on social media affords a pathway of performing togetherness even though individuals narrate their lived pandemic experiences differently. Such performing togetherness somewhat facilitated virtual community building. This study contributes to the health communication literature with a refreshing perspective of understanding the grounded, participatory storytelling as a vehicle of collective sensemaking and community spirit-lifting.