Social Media for Health Communication

2014 ◽  
pp. 237-263 ◽  
Author(s):  
Elisabetta Cioni ◽  
Alessandro Lovari
Keyword(s):  
Social Media ◽  
Health Communication ◽  
Local Health ◽  
Health Organizations ◽  
Health Authorities ◽  
Public Health Organizations ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Local Health Authorities

The aim of this chapter is to highlight the current issues and the challenging process of the adoption of social media by Italian local health authorities (ASL). After a literature review of the role of social media for health organizations, the authors focus their attention on how social network sites are modifying health communication and relations with citizens in Italy. They conduct an exploratory study articulated in three stages: after mapping the presence of local health authorities on the most popular social media platforms (Facebook, Twitter, YouTube), they carry out a content analysis to describe the prevalent kinds of messages published in the official Facebook timelines; in the third phase, using several interviews with healthcare directors and communications managers, the authors investigate implementation issues, managerial implications, and constraints that influence proper use of these participative platforms by Italian public health organizations. Limitations and further steps of the research are discussed.

scholarly journals Exit,Voice, andLoyaltyin the Italian Public Health Service: Macroeconomic and Corporate Implications

2013 ◽  
Vol 2013 ◽  
pp. 1-9 ◽  
Author(s):  
Adelaide Ippolito ◽  
Cira Impagliazzo ◽  
Paola Zoccoli
Keyword(s):  
Public Health ◽  
Health Service ◽  
Public Health Service ◽  
Local Health Authority ◽  
Local Health ◽  
Health Organizations ◽  
Health Authorities ◽  
Public Health Organizations ◽  
Local Health Authorities ◽  
Level Of Analysis

The paper analyses how customers of public health organizations can express their dissatisfaction for the services offered to them. The main aim is to evaluate the effects that possible dissatisfaction of Italian public health service customers can have on public health organizations. We adopted the methodological scheme developed by Hirschman withexit, voice,andloyalty, considering the macroeconomic and corporate implications that it causes for Italian public health organizations. The study investigated the effects developed by exit of the patients on the system of financing of local health authorities considering both the corporate level of analysis and the macroeconomic level. As a result, local health authority management is encouraged to pay greater attention to theexitphenomena through the adoption of tools that promote loyalty, such as the promotion of voice, even ifexitis not promoting, at a macroeconomic level, considerable attention to this phenomenon.

scholarly journals SOCIAL MEDIA LOGIC AND HEALTH COMMUNICATION BETWEEN INDEPENDENCE AND CONSTRAINTS: EVIDENCE FROM ITALY DURING THE COVID-19 PANDEMIC

2021 ◽  
Author(s):  
Elisabetta Locatelli ◽  
Alessandro Lovari
Keyword(s):  
Social Media ◽  
Health Communication ◽  
Information Diffusion ◽  
Local Health ◽  
Public Health Communication ◽  
Emergency Situations ◽  
Engagement Strategies ◽  
Health Authorities ◽  
Media Habits ◽  
Local Health Authorities

This paper presents the results of a study that investigated how local health authorities (LHAs) located in the most impacted areas by Covid-19 of Lombardy (North of Italy) answered to the challenges imposed by the pandemic through their official Facebook pages during the early weeks of the emergency (January-March 2020). The goal is to understand how the logics of social media affected LHAs’ communication, representing an opportunity for health institutions to enter a new phase of information diffusion and relations with stakeholders and layperson, but also a mean of constraints due to their algorithmic logics and limits of access. The originality of the approach is that, in order to understand the relationship between social media and local health authorities, the theoretical framework hybridizes health communication theories and social media studies. Empirical results showed that LHAs’ communication on Facebook was affected by the logics of programmability and popularity, and also that the institutional language was shaped by social media habits, with an intense use of visuals, hashtags and other engagement strategies. Findings highlighted also that Covid-19 related messaged triggered users’ interactions. The study pointed out the relevance of social media for healthcare communication, opening up new reflections and insights about platforms’ role on ordinary and emergency situations like the pandemic. Interdependence and tensions between public health communication and algorithmic and platform logics are critically discussed.

Brand Anthropomorphism

2018 ◽  
pp. 39-61
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Entertainment Industry ◽  
Marketing Communication ◽  
Promising Tool ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Brand Attributes

This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.

scholarly journals Transmission of SARS-CoV-2 among children and staff in German daycare centers: results from the COALA study

2021 ◽  
Author(s):  
Julika Loss ◽  
Juliane Wurm ◽  
Gianni Varnaccia ◽  
Anja Schienkiewitz ◽  
Helena Iwanowski ◽  
...  
Keyword(s):  
Transmission Risk ◽  
Local Health ◽  
Genetic Sequencing ◽  
Daycare Centers ◽  
Health Authorities ◽  
Comprehensive Information ◽  
Containment Measures ◽  
Alpha Variant ◽  
Local Health Authorities

Background: Whereas the majority of children under 6 years of age attend daycare centers in Germany, evidence on the role of daycare centers in the transmission of SARS-CoV-2 is scarce. Aims: This study aims to investigate the transmission risk in daycare centers among children and staff and the spread of infections to associated households. Methods: 30 daycare groups with at least one recent laboratory-confirmed SARS-CoV-2 case (child or staff) were enrolled in the study (10/2020-06/2021). Close contacts within the daycare group and households were examined over a 12-day period (repeated SARS-CoV-2 PCR tests, genetic sequencing of viruses, documentation of symptoms). Households, local health authorities and daycare staff were interviewed to gain comprehensive information on each outbreak. We determined primary cases for all daycare groups. Results: The number of secondary cases varied considerably between daycare groups. The pooled secondary attack rate (SAR) across all 30 daycare centers was 9.6%. The SAR tended to be higher in daycare centers in which the Alpha variant of the virus was detected (15.9% vs. 5.1% with evidence of wild type). The SAR in households was 53.3%. Exposed children were less likely to get infected with SARS-CoV-2 in daycare centers, compared to adults (7.7% vs. 15.5%). Conclusion: Containment measures in daycare programs are critical and become increasingly important with highly transmissible new variants to reduce SARS-CoV-2 transmission, especially to avoid spread to associated households. Virus variants may modify transmission dynamics in daycare programs.

Brand Anthropomorphism

2018 ◽  
pp. 171-193 ◽  
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Entertainment Industry ◽  
Marketing Communication ◽  
Promising Tool ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Brand Attributes

This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.

Platformization of healthcare communication: Insights from the early stage of the COVID-19 pandemic in Italy

2021 ◽  
Vol 13 (2) ◽  
pp. 249-266
Author(s):  
Elisabetta Locatelli ◽  
Alessandro Lovari
Keyword(s):  
Social Media ◽  
Early Phase ◽  
Early Stage ◽  
Healthcare Sector ◽  
Public Healthcare ◽  
Local Health ◽  
Health Authorities ◽  
Healthcare Communication ◽  
Local Health Authorities ◽  
The Impact

Over the past few years, public health organizations have adopted new communication practices, such as social media communication, framed by the concepts of Health 2.0 and Medicine 2.0. These concepts need to be reconsidered in the light of the transformation of social media as digital platforms. This article aims to define and critically discuss the concept of the platformization of healthcare communication, investigating the impact of social media incorporation on the local health authorities’ Facebook communication during the early phase of the COVID-19 emergency in Italy. Findings show the progressive incorporation of the mechanisms of platformization by local health authorities and the progressive shift of their Facebook pages from connectors to complementors of healthcare communication and services during the early phase of the pandemic. Conclusions critically discuss the incorporation of social media into the communication strategies of the public healthcare sector.

Coming out of the closet? Audience reactions to the heteronormative disruptive advertising

2020 ◽  
Vol 3 (2) ◽  
pp. 75-102
Author(s):  
Ramasela Semang L. Mathobela ◽  
Shepherd Mpofu ◽  
Samukezi Mrubula-Ngwenya
Keyword(s):  
Social Media ◽  
Human Rights ◽  
Coming Out ◽  
Gender Issues ◽  
Qualitative Approach ◽  
Positive Development ◽  
Global Trend ◽  
Social Media Platforms ◽  
The Media

An emerging global trend of brands advertising their products through LGBTIQ+ individuals and couples indicates growth of gender awareness across the globe. The media, through advertising, deconstructs homophobia and associated cultures through the use of LGBTIQ+s in commercials. This qualitative research paper centres the advancement of debates on human rights and social media as critical in the interaction between corporates and consumers. The Gillette, Chicken Licken‘s Soul Sisters and We the Brave advertisements were used to critically analyse how audiences react to the use of LGBTIQ+ characters and casts through comments posted on the brands‘ social media platforms. Further, the paper explored the role of social media in the mediation of significant gender issues such as homosexuality that are considered taboo to engage in. The paper used a qualitative approach. Using the digital ethnography method to observe comments and interactions from the chosen advertisement‘s online platforms, the paper employed queer and constructionist theories to deconstruct discourses around same-sex relations as used in commercials, especially in quasiconservative. The data used in the paper included thirty comments of the brands customers and audiences obtained from Twitter, Facebook and YouTube. The paper concludes there are positive development in human rights awareness as seen through advertisements and campaigns that use LGBTIQ+ communities in a positive light across the world.

OBSTETRICS AND LOCAL HEALTH AUTHORITIES

BMJ ◽  
1924 ◽  
Vol 2 (3329) ◽  
pp. 741-742
Author(s):  
J. G. Bennett
Keyword(s):  
Local Health ◽  
Health Authorities ◽  
Local Health Authorities
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