Functions of Hybrid Media: How Parties and Their Leaders Use Traditional Media in Their Social Media Campaign Communication

Political campaign communication has become increasingly hybrid and the ability to create synergies between older and newer media is now a prerequisite for running a successful campaign. Nevertheless, beyond establishing that parties and individual politicians use social media to gain visibility in traditional media, not much is known about how political actors use the hybrid media system in their campaign communication. At the same time, the personalization of politics, shown to have increased in the media coverage of politics, has gained little attention in the context of today’s hybrid media environment. In this research we analyze one aspect of hybrid media campaign communication, political actors’ use of traditional media in their social media campaign communication. Through a quantitative content analysis of the Facebook, Twitter and Instagram posts of Finnish parties and their leaders published during the 2019 Finnish parliamentary elections, we find that much of this hybridized campaign communication was personalized. In addition, we show that parties and their leaders used traditional media for multiple purposes, the most common of which was gaining positive visibility, pointing to strategic considerations. The results have implications for both the scholarship on hybrid media systems and personalization of politics.

Evaluating a Social Media Campaign for a Parent Educational Video on Bronchiolitis

Bronchiolitis, or lower airway swelling, is a common cause of pediatric hospital admissions. Parents have expressed wishes for more information regarding bronchiolitis but had difficulty finding reliable information, suggesting the need for more effective and easily accessible information resources. Knowledge translation (KT) tools like videos provide research-based information and may be conveniently disseminated to large audiences through social media. The purpose of this project was to evaluate the effectiveness of a social media campaign to promote a video on bronchiolitis. A social media campaign was conducted from 14 October to 30 November 2019. User interactions were recorded for the Facebook and Twitter accounts, website, and YouTube of Evidence in Child Health to Enhance Outcomes (ECHO), Alberta Research Centre for Health Evidence (ARCHE), and Translating Emergency Knowledge for Kids (TREKK). Baseline metrics were collected from 1 August to 30 September 2019 and post-campaign metrics were collected from 1 December 2019 to 31 March 2020. Mean monthly changes, standard deviations, and percent changes between periods were generated for the baseline, campaign, and post-campaign periods. Overall, there was a visible increase in user interactions throughout the campaign period. There was an overall downward trend in user interactions following the campaign. These findings suggest that social media may be a useful method of KT tool dissemination when consistently used. The downward trend post-campaign highlights the need for further research to investigate methods to maintain continuous interaction following a campaign.

Récit colonial allemand sur la région du Cross-river au Cameroun : pluri-référentialité, collection des savoirs ethnologiques et relations interculturelles – le cas de Urwald-Dokumente: Vier Jahre unter den Crossflussnegern Kameruns d’Alfred Mansfeld

On the basis of the colonial narrative of Alfred Mansfeld, the present article shows how the narrator manages to convey his knowledge about Cameroon’s Cross-river region. German colonial literature played a very active part in the media campaign for the dissemination of information about the colonies. Therefore, the colonial space became an object of interest (as a source of knowledge) for colonial writers. The presented intercultural reading makes it possible to outline the different visions of cultural contact that existed between the colonizer and the natives.

Process Evaluation in Health Communication Media Campaigns: A Systematic Review

Objective. The objective is to examine the scope of health communication media campaign process evaluation methods, findings, and dissemination practices. Data Source. A systematic review of peer-reviewed literature was conducted using database searches. Study Inclusion and Exclusion Criteria. Published studies on process and implementation evaluation of health campaigns with a media component were included. Exclusion criteria included not health, non-empirical, no media campaign, or a focus on other evaluation types. Data Extraction. Articles were assessed for general campaign information, theory use, and details about process evaluation plan and procedures. Data Synthesis. A coding scheme based on 9 process evaluation best practice elements (e.g., fidelity and context) was applied. Process evaluation methods, measures, and reporting themes were synthesized. Results. Among 691 unique records, 46 articles were included. Process evaluation was the main focus for 71.7% of articles, yet only 39.1% reported how process evaluation informed campaign implementation strategy. Articles reported 4.39 elements on average ( SD = 1.99; range 1–9), with reach (87.0%) and recruitment (73.9%) described most frequently, yet reporting was inconsistent. Further, the level of detail in reporting methods, theory, and analysis varied. Conclusions. Process evaluation provides insight about mechanisms and intervening variables that could meaningfully impact interpretations of outcome evaluations; however, process evaluations are less often included in literature. Recommendations for evidence-based process evaluation components to guide evaluation are discussed.

Evaluation of a social media campaign to increase COVID-19 testing in migrant groups: A cluster randomized trial (Preprint)

BACKGROUND A low test positivity rate is key to keeping the COVID-19 pandemic under control. Several migrant groups in Norway have seen higher rates of confirmed COVID-19 and related hospitalizations, while test positivity has remained high in the same groups. Social media sponsored ads have been an important part of the government’s strategy to reach these groups. OBJECTIVE In this study we aimed to investigate whether such a targeted Facebook campaign increased the rate of testing in certain migrant groups. METHODS We randomly assigned 386 Norwegian municipalities and city districts, to intervention or control groups. Individuals born in Syria, Pakistan, Eritrea, Turkey, Russia and Iraq residing in intervention areas were targeted with a social media campaign aiming at increasing the COVID-19 test rate. The campaign message was in simple language and conveyed in the users’ main language or in English. RESULTS During the follow-up period of two weeks, the predicted probability of conducting a COVID-19 test was 4.82 % (CI: 4.47 % - 5.18 %) in the control group, and 5.58 % (CI: 5.20 % - 5.99 %) in the intervention group (P=.004). CONCLUSIONS Our targeted social media intervention led to a modest, but potentially important, increase in test rates among migrants in Norway. CLINICALTRIAL ClinicalTrials.gov Identifier NCT04866589.

An evaluation of a national mass media campaign to raise public awareness of possible lung cancer symptoms in England in 2016 and 2017

Background A two-phase ‘respiratory symptoms’ mass media campaign was conducted in 2016 and 2017 in England raising awareness of cough and worsening shortness of breath as symptoms warranting a general practitioner (GP) visit. Method A prospectively planned pre–post evaluation was done using routinely collected data on 15 metrics, including GP attendance, GP referral, emergency presentations, cancers diagnosed (five metrics), cancer stage, investigations (two metrics), outpatient attendances, inpatient admissions, major lung resections and 1-year survival. The primary analysis compared 2015 with 2017. Trends in metrics over the whole period were also considered. The effects of the campaign on awareness of lung cancer symptoms were evaluated using bespoke surveys. Results There were small favourable statistically significant and clinically important changes over 2 years in 11 of the 15 metrics measured, including a 2.11% (95% confidence interval 1.02–3.20, p < 0.001) improvement in the percentage of lung cancers diagnosed at an early stage. However, these changes were not accompanied by increases in GP attendances. Furthermore, the time trends showed a gradual change in the metrics rather than steep changes occurring during or after the campaigns. Conclusion There were small positive changes in most metrics relating to lung cancer diagnosis after this campaign. However, the pattern over time challenges whether the improvements are wholly attributable to the campaign. Given the importance of education on cancer in its own right, raising awareness of symptoms should remain important. However further research is needed to maximise the effect on health outcomes.

Introducing an Organ Donor Registry is Saskatchewan

On 3 September 2020, Saskatchewan launched an organ donor registry that allows participants 16 years and older to register their intent to be an organ donor either online or using a paper form. Saskatchewan has historically performed poorly at a national level with low rates of organ donations. Saskatchewan's new registry is intended to increase the numbers of organ donors in the province, while also helping to modernize its organ donation system and ease donation conversations with families. Saskatchewan's introduction of this registry brought the province in line with other provinces and territories across Canada that use similar systems, and provided a response to the surge in public interest around organ donation that followed the Humboldt Bronco bus crash tragedy and related ``Logan Boulet Effect.'' The 2019-2020 and 2020-2021 provincial budgets included dedicated funding for the development and launch of the registry, which was accompanied by a media campaign to increase public awareness. Though it is too early to evaluate the success of the registry, early indications suggest donation rates will be a key evaluation metric. Registries are commonly thought to help increase public awareness of, and support for, organ donation, but improving Saskatchewan's organ donation rates will likely also require companion measures to strengthen the culture and practice of donation in the province.

Introducing an Organ Donor Registry is Saskatchewan

On 3 September 2020, Saskatchewan launched an organ donor registry that allows participants 16 years and older to register their intent to be an organ donor either online or using a paper form. Saskatchewan has historically performed poorly at a national level with low rates of organ donations. Saskatchewan's new registry is intended to increase the numbers of organ donors in the province, while also helping to modernize its organ donation system and ease donation conversations with families. Saskatchewan's introduction of this registry brought the province in line with other provinces and territories across Canada that use similar systems, and provided a response to the surge in public interest around organ donation that followed the Humboldt Bronco bus crash tragedy and related ``Logan Boulet Effect.'' The 2019-2020 and 2020-2021 provincial budgets included dedicated funding for the development and launch of the registry, which was accompanied by a media campaign to increase public awareness. Though it is too early to evaluate the success of the registry, early indications suggest donation rates will be a key evaluation metric. Registries are commonly thought to help increase public awareness of, and support for, organ donation, but improving Saskatchewan's organ donation rates will likely also require companion measures to strengthen the culture and practice of donation in the province.