Social Networks’ Engagement During the COVID-19 Pandemic in Spain: Health Media vs. Healthcare Professionals
| Autor: | Luis Miguel Pedrero-Esteban, Carlos Jiménez-Narros, Marta Perlado-Lamo-de-Espinosa, Ana Pérez-Escoda |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
social networks
Higher education Health Toxicology and Mutagenesis Health Personnel Population Pneumonia Viral lcsh:Medicine 050801 communication & media studies Article Digital media Social Networking Betacoronavirus 0508 media and communications health professionals Ethnography Pandemic Humans Sociology education Health communication Pandemics education.field_of_study Internet business.industry SARS-CoV-2 communication Communications Media YouTube lcsh:R 05 social sciences Public Health Environmental and Occupational Health COVID-19 Public relations health media Spain Models of communication The Internet 0509 other social sciences 050904 information & library sciences business Coronavirus Infections engagement |
| Zdroj: | International Journal of Environmental Research and Public Health Volume 17 Issue 14 International Journal of Environmental Research and Public Health, Vol 17, Iss 5261, p 5261 (2020) |
| ISSN: | 1660-4601 |
| DOI: | 10.3390/ijerph17145261 |
| Popis: | An increased use of social networks is one of the most far-reaching consequences of the COVID-19 pandemic. Aside from the traditional media, as the main drivers of social communication in crisis situations, individual profiles have emerged supported by social networks, which have had a similar impact to the more specialized communication media. This is the hypothesis of the research presented, which is focused on health communication and based on a virtual ethnography methodology with the use of social metrics. The aim is to understand the relationship established between the population in general and digital media in particular through the measurement of engagement. In this regard, a comparative study was carried out that describes this phenomenon over a period of six months on three social networks: YouTube, Twitter and Instagram, with a sample composed of specialized health media versus healthcare professionals. The results point to a new communications model that opens up a new space for agents whose content has a degree of engagement comparable to and even exceeding that of digital media specialized in health communication. The conclusions show that the crisis of the pandemic has accelerated the transformation of the communication sector, creating new challenges for the communication industry, media professionals, and higher education institutions related to market demands. |
| Databáze: | OpenAIRE |
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