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Health r isk communication in the digital era myojung chung

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Danube University Krems, Centre for E-Governance
Danube University Krems, Centre for E-Governance

www.donau-uni.ac.at/cedem

Educación
1 de 16
HEALTH RISK COMMUNICATION INTHE DIGITAL ERA Myojung Chung Wee KimWee School of Communication & Information NanyangTechnological University
Health Risk Communication
Effective Health Messages • Aim to alert people to the risk • Convince them to behave in a recommended way • Discussed mainly in traditional media context
Social Media • Important channel for health risk communication • Speed • Affordance • Openness • Connectedness
Do people perceive health risk messages differently depending on the message context?
EPPM (Extended Parallel Process Model)
Impersonal Impact Hypothesis • Risk information from various channels • Mass media sources  Society at risk • Interpersonal sources  I am at risk • Identification with the source is the key factor • “Person like me” thinks it’s risky  I am also at risk
Message Context • Social Media: Quasi-interpersonal nature • Heightens social intimacies • Increases interpersonal level of communication • Two people on FB are distanced only by 3.74 friendship links • Who’s sharing the information? • News organization’s FB vs. Friend’s FB • In-group vs. Out-group
Message Context Identification with source Perceived Threat + Perceived Efficacy Behavior Change
Experiment News Website News FB In-group FB Out-group FB N = 189
Findings • In-group member’s FB is the most effective • Greatest identification with the source • Increased identification  greater severity & response efficacy • Strongest intention to adopt recommended behavior • No difference between news site/news organization FB/out-group member FB
Discussion • Strategic use of message contexts • Identification with source can be an important component of health risk communication • Social media can be an effective channel • Social media do not in and of itself enhance identification with source
THANK YOU Any questions?

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