christina zarcadoolas - leapfrogging: what social media is doing for communicative competence.pptx
DESCRIPTION
"Leapfrogging: What Social Media Is Doing for Communicative Competence" was presented at the Center for Health Literacy Conference 2011: Plain Talk in Complex Times by Christina Zarcadoolas, PhD, Professor, CUNY School of Public Health at Hunter College.Description: This presenter will discuss how social media and mobile technologies are helping minorities leapfrog the digital divide and what implications this has for communicating health information and advancing public health literacy.TRANSCRIPT
Leapfrogging: What Social Media Is Doing for Communicative Competence
Plain Talk in Complex TimesChristina Zarcadoolas, PhD
CUNY SPH at Hunter CollegeSept. 23 2011
Falling Through the Net…the Coming Digital Divide - 1990’s
• On July 28, 1998, NTIA – report on telephone and computer penetration rates.
• Finds, there is still a significant "digital divide" based on race, income, and other demographic characteristics in computers in homes.
• http://www.ntia.doc.gov/ntiahome/net2 National Telecommunications and Information Administration
Who had computers at home?
Who was online?
Divide – dis-equity
What a difference a new century makes.
Narrowing Digital Divide
National Center for Educational Statistics http://nces.ed.gov/
Household Broadband Use by Race/Ethnicity
Asian, NH White, NH Black, NH AI or AN, NH Hispanic0
10
20
30
40
50
60
70
80
9077.3%
68%
49.4% 48.3% 47.9%
Dept of Commerce 2010 Report(Slide courtesy of Vish Viswanath)
Technology is ever more powerful
• It’s growing EXPONENTIALLY – iPhone 1,2,3….• Technology is crowd- sourced• It gets cheaper - Hard drive was $3400 - now
$100 ( 10 megabyte)• It gets more personally “relevant” – we can
“quantify ourselves” : Fit Bit ; deCode Me • It’s in the common discourse and media –
People Talk About it - IBMs WATSON beats humans on Jeopardy
Technology growth
• Exponential - iPhone 1, 2, 3,4• 20,000 different apps for the iPhone today• You can pee on an S chip or check blood
glucose via mobile device• Yes – there’s an app for that. (See - TED talk - David Kraft, June 2011)
Web 2.0 Crowd Sourcing
Texting• 75% of teens have cell phones(up
45%/2004)• They send 50 - 100 text messages
a day • Nearly three quarters (73%) of
online teens and an equal number (72%) of young adults use social network sites.
Youth Media Diet – 12 hours
Source: 2009 Alloy College Explorer
Broad Band Use (2010)
• 69% of African Americans and 58 % of Hispanics now regularly use the Internet, compared with 79% of whites.
• Rate of broadband adoption in African American homes has risen to 59% from the 46 percent.
(Joint Commission for Political and Economic Studies, 2/25/10 National Minority Broadband Adoption: Comparative Trends in Adoption, Acceptance and Use, Joint Center's website at (www.jointcenter.org)
African-Americans and Hispanics leading the charge in growth of mobile.
• 46 % of non-Hispanic blacks and 51% of English-speaking Hispanics use their phones for internet access, compared with 33% of non-Hispanic white Americans. (poll not in Spanish language)
• “This is my laptop”
http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx
http://techcrunch.com/2008/07/11/nielsen-iphone-in-fourth-place-among-smartphones-first-in-customer-satisfaction-not-for-long/
Minorities have equal or greater usage on most major social media platforms
Social networking sites
Online video Twitter0
102030405060708090
Social media usage by race/ethnicity(% of Internet users)
WhiteBlackLatino
PEW Internet and American Life Project 2010 data
The communication technology revolution: rethinking health literacy
Web 2.0Informatics
eHealth
eHealth
• An emerging concept known as "eHealth" seeks to capitalize on the promise of new media technologies to facilitate equal access to timely and credible health information.
Web 2.0 communication: key measures
• Internet penetration (~69-75% adults1, 2) • Broadband adoption (~66%2) • Mobile technologies (~82% 2) • Social networking participation (23% of Internet
users1)• Health information seeking online (80% of Internet
users2)• Health-related Internet use3
1 Chou, WS et al. 2009. Social Media Use in the US: Implications for health communication, JMIR, 1(4): e48.2 Pew Internet and American Life Project3 Chou, WS et al. 2011. Health-related Internet Use among Cancer Survivors: Data from Health Information National Trends Survey, 2003-2008. J Cancer Survivorship.
Lower Use with Less Education
2338
14611461
391
0%
10%
20%
30%
40%
50%
60%
70%
80% Requested password
Logged on
College Grad/Post Grad
Some College High School/
GED
No High School Degree
0%
10%
20%
30%
40%
50%
60%
70%
80%
College Grad/Post Grad
Some College High School/GED No High School Degree
N=14,102
N=5671
Internet for health purposes
0
10
20
30
40
50
60HINTS 2008, N=998 Internet Users
16.423.3
8.1
52.0
Emailing Providers
Online Rx purchase
Support group participation
Internet as 1st source of health information
Chou, WS et al. 2011. Health-related Internet Use among Cancer Survivors: Data from Health Information National Trends Survey, 2003-2008. J Cancer Survivorship.
National Research Corp. survey: 1 in 5 Americans use social media websites as a source of health care information; 94% respondents reported having using social media to gather health information.
Facebook as 1st choice (94%) and YouTube second (32%).
Use of social media for health information
http://hcmg.nationalresearch.com/public/News.aspx?ID=9
% of Internet users
Reported having: Sample
22.97% Participated in a social networking site
N=1159
4.59% Participated in an online support group
N=232
7.06% Written in a blog N=356
Social media use among Internet users in 2008 (69% of US adult population)
• 250 million > users on facebook worldwide
There’s an app for that!
Users are driving the need for us to develop more usable (
readable/navigable/efficient/entertaining) health communication tools
What app?
Exercise, Nutrition, Smoking Cessation
Online blogging
Find my iPhone
Empowering Communities with Direct Access to Health Data: Patient use of Electronic
Medical Records
Christina Zarcadoolas, PhD, Wendy Vaughon, MPHWith Sara J. Czaja, PhD,
Maxine L. Rockoff, PhD, Joslyn Levy MPANIH R21 1 R21 CA133487-01A2
Common Themes Across Groups (a) • Consumers unanimously very interested in patient
accessible EMRs although most didn’t have access to one.
• Physical access to technology not a primary barrier. • Many participants accessed the internet wirelessly using
mobile technology.
“This is my laptop.” • High interest in lab/test results, but reviewing results,
posed unusually high reading and numeracy demands– “If I could read it and understand it [I would use it] … I
can’t understand it.”
33
Common Themes Across Groups (b)
• Want health education specific to their condition in their records
• Want ‘just-in-time’ links to sources that use understandable language.– “Web MD … that thing is so hard … it
doesn’t really break it down where the average person can understand … some of the translation is in doctor terms … the average person that’s looking at it gets lost.”
34
Access empowers
“Information is power.”
“It all boils down to the same thing … a lot of people don’t take charge of their health because they don’t … remember to take care of themselves and a lot of times they don’t even know at what age they should be checking for what things.”
Common Themes Across Groups (c)
Categories of Barriers
User Characteristics:• Linguistic/reading• Confidence• Navigation• Active reasoning -
cognitive demands
Patient Portal:• Readability• Strategic repetition • Design • Navigability
36
Portal Example - Symbols
Patient Portal - Numeracy
Categories of Opportunities
• Target audience likes and uses social media tools – – Usable layouts– Easy navigation tools – Short, sound byte language – Mouseovers – the define and explain content– Wikis– Google searches – Voice overs– Streaming video – Etc.
Using social media – what is it teaching people?
• Immediacy • Crowdsourcing• Community • Empowerment• Leapfrogging over cumbersome vocabulary
and syntax
Approach to Communication
1. Use health literacy principles to develop content.
2. Use human factors engineering and user-centered design.
3. Use communication modalities and tools people are using in their daily lives.
4. Strive for shared decision making & empowerment
A Paradigm Shift
Past 20 years we’ve focused on identifying what people CAN’T DO
It’s time to focus on identifying what people CAN and ARE doing;
To Achieve -• Virtuous • Honest
• Inclusive Health Literacy