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Effective communication during health crises is critical, with social media serving as a key platform for public health experts (PHEs) to engage with the public. However, it also amplifies pseudo-experts promoting contrarian views. Despite its importance, the role of emotional and moral language in PHEs' communication during COVID-19 remains under explored. This study examines how PHEs and pseudo-experts communicated on Twitter during the pandemic, focusing on emotional and moral language and their engagement with political elites. Analyzing tweets from 489 PHEs and 356 pseudo-experts from January 2020 to January 2021, alongside public responses, we identified key priorities and differences in messaging strategy. PHEs prioritize masking, healthcare, education, and vaccines, using positive emotional language like optimism. In contrast, pseudo-experts discuss therapeutics and lockdowns more frequently, employing negative emotions like pessimism and disgust. Negative emotional and moral language tends to drive engagement, but positive language from PHEs fosters positivity in public responses. PHEs exhibit liberal partisanship, expressing more positivity towards liberals and negativity towards conservative elites, while pseudo-experts show conservative partisanship. These findings shed light on the polarization of COVID-19 discourse and underscore the importance of strategic use of emotional and moral language by experts to mitigate polarization and enhance public trust.

Sharing our goals with others and setting public challenges for ourselves is a topic that has been the center of many discussions. This study examines reading challenges, how participation in them has changed throughout the years, and how they influence users reading productivity. To do so, we analyze Goodreads, a social book cataloging website, with a yearly challenge feature. We further show that gender is a significant factor in how successful individuals are in their challenges. Additionally, we investigate the association between participation in reading challenges and the number of books people read.