开放访问但隐藏接触:对非处方助听器消费者面临的通信进行的第一项研究
Sara Champlin1, Sharon Miller2, Abigail Griffith2
1Mayborn School of Journalism, University of North Texas.
Health communication
|July 11, 2024
概括
现在可以获得非处方 (OTC) 助听器,但污名仍然存在. 在社交媒体沟通中增加对助听器和用户的积极描述,可以帮助克服耻辱感并促进采用.
科学领域:
- 卫生沟通健康沟通
- 社交媒体分析 社交媒体分析
- 减少耻辱的减少
背景情况:
- 听力损失影响着4000万美国人,但很少有人寻求干预.
- 美国食品和药物管理局2022年对非处方 (OTC) 助听器 (HA) 的批准旨在提高可访问性.
- 围绕听力损失和HA的耻辱感阻碍了采用.
研究的目的:
- 分析OTC助听器品牌如何在面向消费者的社交媒体中描绘助听器和用户.
- 探索接触理论在通过品牌沟通来理解耻辱行为中的作用.
- 评估FDA在OTC HA公告之前和之后的沟通策略的变化.
主要方法:
- 一年内对前三大OTC HA品牌进行社交媒体内容分析.
- 在FDA的OTC HA公告发布前六个月和之后六个月的检查职位.
- 应用联系理论来分析人们,产品和品牌社区的描述.
主要成果:
- 只有22%的帖子提到OTC HAs;9%的人穿着HAs.
- 随着FDA的公告,描绘着佩戴HA的人的帖子从23%增加到58%.
- 显示社会关系的帖子也翻了一番,从13%增加到36%.
结论:
- 社交媒体沟通显著影响HA的耻辱.
- 在品牌信息传递中,增加与HAs和用户的积极接触对于减少耻辱至关重要.
- 这些发现为改善HA吸收的健康传播策略提供了及时的影响.
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