赋予影响者权力,以支持减少伤害:阿巴拉契亚影响的混合方法过程评估
Erika Bonnevie1, Fatma Diouf1, Jeffrey Sykes1
1The Public Good Projects, San Diego, CA, USA.
社交媒体的影响者在阿巴拉契亚州有效地推广了降低伤害和注射器服务计划 (SSP). 影响者重视教育资源和内容的灵活性,这导致了观众的积极接待,并增加了对讨论公共卫生主题的信心.
科学领域:
- 公共卫生 公共卫生
- 卫生沟通健康沟通
- 社交媒体研究 社交媒体研究
背景情况:
- 减少危害的策略,包括注射器服务计划 (SSP),旨在尽量减少使用毒品的后果.
- SSP面临着耻辱和误解,阻碍了政策支持和社区接受.
- 社交媒体影响者为传播公共卫生信息提供了一个新道.
研究的目的:
- 评估社交媒体影响者的作用,以促进亚巴拉契亚地区的减少危害和SSP.
- 评估影响者对通过阿巴拉契亚影响干预传播的降低危害信息的看法和受众的接受.
主要方法:
- 一种混合方法的方法,涉及采访,调查,以及对社交媒体评论的情绪分析.
- 吸引67位当地社交媒体影响者分享基于证据的减少伤害信息.
- 分析了来自65个帖子的589条评论,以衡量公众情绪.
主要成果:
- 影响者报告说,由于提供了教育资源,他们的信心和沟通减少伤害主题的能力增加了.
- 内容个性化被影响者重视,导致高参与度和积极的受众接待.
- 情绪分析显示,82.9%的评论是积极的,表明对减少危害信息的广泛支持.
结论:
- 社交媒体影响者可以成为促进公共卫生信息的有效合作伙伴,包括减少危害和SSP.
- 持续的支持,教育材料和情绪监测对于成功的受影响者领导的健康活动至关重要.
- 未来的研究应该调查影响者参与公共卫生传播的长期影响.
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