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在Instagram上传播抗生素耐药性:#抗生素耐药性的内容分析
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
概括
在Instagram上的抗菌素耐药性 (AMR) 传播是准确的,但仅限于特定群体. 为了提高覆盖范围,将抗药性内容整合到普遍感兴趣的主题中,并使用引人注目的视觉效果.
科学领域:
- 公共卫生
- 沟通研究
- 微生物学
背景情况:
- 抗菌耐药性 (AMR) 是一个由人类行为影响的全球性健康挑战.
- 有效的沟通和宣传活动对于抗抗药性至关重要.
- 社交网络 (SNS) 在塑造健康行为方面发挥着重要作用,
研究的目的:
- 在Instagram上分析抗菌素耐药性 (AMR) 传播.
- 在平台上确定与抗药性相关的关键参与者,内容主题和沟通模式.
- 了解在Instagram上对AMR的描述和看法.
主要方法:
- 通过使用标签"#抗生素耐药性"对公开可访问的Instagram帖子进行内容分析.
- 这项研究分析了24个月的610个帖子, 应用了发送者-消息通道-接收者模型.
- 数据的清理和选择确保了总职位的代表性样本.
主要成果:
- 内容创作者主要是科学和健康专业人士或信息提供者.
- 文章通常包含大量文字或细菌和实验室测试图片.
- 尽管内容准确,但Instagram上的AMR内容被发现是孤立的,在特定利益集团之外的参与度有限.
结论:
- 虽然Instagram提供了准确的抗药性传播信息,
- 为了提高影响力,应将抗药性传播与一般利益内容相结合,并使用视觉上有吸引力的格式.
- 建议鼓励机构参与和互动用户参与,以扩大抗药性讨论.
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