推特,,扭曲:在电子烟使用预防活动 (2014-2020) 中为叙述控制而战
Miao Feng1, Chandler C Carter1, Simon Page1
1Social Data Collaboratory, NORC at the University of Chicago, Chicago, USA.
Journal of health communication
|February 7, 2025
概括
打击电子烟使用的社交媒体活动面临着巨大的反对. 虽然预防信息的覆盖范围更大,但反对派的叙述普遍存在,这突显了在公共卫生中需要适应性数字战略的需要.
科学领域:
- 公共卫生 公共卫生
- 数字通信数字通信
- 社交媒体分析 社交媒体分析
背景情况:
- 电子烟使用预防活动利用社交媒体传播健康信息.
- 了解在线话语,包括反对派,对于竞选的有效性至关重要.
- 2014-2020年期间,电子烟营销和数字沟通策略发生了重大变化.
研究的目的:
- 分析与电子烟使用预防活动相关的社交媒体 (X,以前是Twitter) 内容.
- 评估与竞选相关的信息的数量,内容,来源,覆盖范围和参与度.
- 在这些活动中确定反对派信息的流行和特征.
主要方法:
- 收集了与14个电子烟预防活动 (2014-2020) 相关的618,965条推文的数据集.
- 监督机器学习被用于推特分类.
- 分析包括消息量,内容,来源,潜在的覆盖范围,参与度和地理位置.
主要成果:
- 43%的分析推文包含反对派信息.
- 两个地区竞选活动面临着超过99%的反对.
- 预防/中立信息的潜在覆盖率比反对信息高92%.
- 地理定位数据表明,区域活动在重点影响方面存在挑战.
结论:
- 社交媒体作为一个双重平台,扩大预防信息,同时主持反对派叙事.
- 公共卫生从业者需要适应性数字策略来应对反对并最大限度地提高竞选影响.
- 有效的数字公共卫生运动必须解决支持和反对在线话语的复杂相互作用.
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