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Comunicar la resistencia a los antibióticos en Instagram: análisis de contenido de #AntibioticResistance
Elin Nilsson1,2, Emma Oljans3,4, Anna-Carin Nordvall5
1Umeå School of Business, Economics, and Statistics, Umeå University, Handelshögskolan, Biblioteksgränd 6, Umeå, 90187, Sweden, 46 730612007.
JMIR infodemiology
|August 20, 2025
Resumen
La comunicación sobre la resistencia a los antimicrobianos (AMR) en Instagram es precisa, pero está limitada a grupos de nicho. Para mejorar el alcance, integrar el contenido sobre la resistencia a los antimicrobianos en temas de interés general y utilizar imágenes atractivas.
Área de la Ciencia:
- Salud pública
- Estudios de comunicación
- Microbiología
Sus antecedentes:
- La resistencia a los antimicrobianos (AMR) es un desafío de salud global significativo influenciado por el comportamiento humano.
- Las campañas eficaces de comunicación y sensibilización son vitales para combatir la resistencia a los antimicrobianos.
- Los sitios de redes sociales (SNS) juegan un papel en la configuración de comportamientos de salud, sin embargo, la investigación sobre la AMR en los SNS a menudo pasa por alto el contenido generado por los usuarios.
Objetivo del estudio:
- Para analizar la comunicación de la resistencia a los antimicrobianos (AMR) en Instagram.
- Identificar los actores clave, los temas de contenido y los patrones de comunicación relacionados con la RAM en la plataforma.
- Para entender el retrato y la percepción de la RAM en Instagram.
Principales métodos:
- Se realizó un análisis de contenido en publicaciones de Instagram accesibles al público utilizando el hashtag "#resistencia a los antibióticos".
- El estudio analizó 610 publicaciones durante un período de 24 meses, aplicando el modelo emisor-canal-receptor.
- La limpieza y selección de los datos permitieron obtener una muestra representativa del total de puestos.
Principales resultados:
- Los creadores de contenido eran principalmente profesionales de la ciencia y la salud o proveedores de información.
- Las publicaciones a menudo presentaban imágenes o imágenes de bacterias y pruebas de laboratorio.
- Se encontró que el contenido de AMR en Instagram estaba aislado, con una participación limitada fuera de grupos de interés específicos, a pesar de la precisión del contenido.
Conclusiones:
- Instagram facilita la difusión de información precisa sobre la resistencia a los antimicrobianos, pero tiene dificultades para llegar a un público amplio.
- Para aumentar el impacto, la comunicación sobre la resistencia a los antimicrobianos debe integrarse con contenidos de interés general y utilizar formatos visualmente atractivos.
- Se recomienda fomentar la participación institucional y la participación interactiva de los usuarios para ampliar las discusiones sobre la RAM.
Palabras clave:
Instagram también.Resistencia a los antimicrobianoslas comunicacionesanálisis de contenidocomunicación en materia de saludparticipación en las redes socialesMás Videos Relacionados
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