Social media has become a critical channel for public health communication during the COVID-19 pandemic, yet how official health messaging aligns with broader public discourse remains insufficiently understood. This study develops an end-to-end infoveillance framework to examine the dynamic relationship between Centers for Disease Control and Prevention (CDC) communications and general public discourse on social media. We analyzed 17,524 CDC tweets and 67,895 public discourse tweets. Biterm Topic Model (BTM) was used to extract topics from each corpus, and a novel topic consistency scoring system integrating cosine similarity with daily public topic prominence was developed to quantify temporal alignment between official health communication and public discourse. Two complementary sentiment measures were incorporated: expected sentiment (average emotional tone) and net sentiment (overall emotional intensity). Temporal relationships were examined using autoregressive integrated moving average with exogenous variables (ARIMAX) models. Results show that topic alignment increased over time across CDC topics, while expected sentiment remained consistently negative. Higher alignment was associated with immediate and delayed changes in expected sentiment and stronger emotional intensity in net sentiment based on ARIMAX results. These findings suggest that topic alignment reflects public attention rather than agreement with official communications and is associated with more negative emotional responses. This framework provides a scalable, generalizable approach to investigating and evaluating public engagement with official health communication.
Yin et al. (Mon,) studied this question.