health r isk communication in the digital era myojung chung
TRANSCRIPT
HEALTH RISK COMMUNICATION
IN THE DIGITAL ERA Myojung Chung
Wee Kim Wee School of Communication & InformationNanyang Technological 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 FBN = 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?