La comunicación de la sanidad en redes sociales. Una perspectiva institucional europea
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jul 25, 2022
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Xabier Martínez Rolán
http://orcid.org/0000-0002-7631-2292
María Isabel Míguez González
http://orcid.org/0000-0002-0580-8493
Juan Manuel Corbacho Valencia
http://orcid.org/0000-0002-7631-2292
María Isabel Míguez González
http://orcid.org/0000-0002-0580-8493
Juan Manuel Corbacho Valencia
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Resumen
Resumen
Este artículo profundiza en la variedad de funciones que cumplen las redes sociales en el contexto de la salud. Facebook sigue siendo la red social con más usuarios a nivel mundial por lo que constituye el objeto de análisis de las cuentas oficiales de organismos públicos de salud de cinco países de la Unión Europea. El objetivo del estudio consiste en identificar cómo se comunican estas instituciones sanitarias, analizando sus perfiles con cerca de 2.000 publicaciones del año 2017. Existen notables diferencias en cuanto a volumen y ritmo de publicaciones por país, así como en niveles de engagement. Destaca el contenido audiovisual y se observan similitudes en cuanto a las patologías sobre las que se publica información. No se detecta un patrón común en términos de engagement por lo que se infiere que los contenidos vienen marcados por agendas nacionales.
Keywords
eHealth, engagement, health communication, social networkseHealth, engagement, comunicación sanitaria, redes socialeseSaúde, engagement, comunicação em saúde, redes sociais
References
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Eysenbach, G. (2001). What is e-health? Journal of Medical Internet Research, 3(2), e20. https://doi.org/10.2196/jmir.3.2.e20
Franco, M., Tursunbayeva, A., y Pagliari, C. (2016). Social media for e-Government in the public health sector: Protocol for a systematic review. Journal of Medical Internet Research Protocols, 5(1), e42. https://doi.org/10.2196/resprot.5421
Gittelman, S., Lange, V., Gotway Crawford, C.A., Okoro C. A., Lieb, E, Dhingra S. S., y Trimarchi, E. (2015). A new source of data for public health surveillance: Facebook likes. Journal of Medical Internet Research, 17(4), e98. https://doi.org/10.2196/jmir.3970
Harris, J. K., Mueller, N. L., y Snider, D. (2013). Social media adoption in local health departments nationwide. American Journal of Public Health, 103(9), 1700-1707. https://doi.org/10.2105/ajph.2012.301166
Heldman, A. B., Schindelar, J., y Weaver, J. B. (2013). Social media engagement and public health communication: Implications for public health organizations being truly “social”. Public Health Reviews, 35(1), 13. https://doi.org/10.1007/bf03391698
Jha, A., Lin, L., y Savoia, E. (2016). The use of social media by state health departments in the US: Analyzing health communication through Facebook. Journal of Community Health, 41(1), 174-179. https://doi.org/10.1007/s10900-015-0083-4
Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., y Hoving, C. A. (2013). A new dimension of health care: Systematic review of the uses, benefits, and limitations of social media for health communication. Journal of Medical Internet Research, 15(4), e85. https://doi.org/10.2196/jmir.1933
Morris, M. E., Consolvo, S., Munson, S., Patrick, K., Tsai, J., y Kramer, A. D. I. (2011, mayo). Facebook for health: opportunities and challenges for driving behavior change. En CHI ′11, Extended Abstracts on Human Factors in Computing Systems (pp. 443–446). Association for Computing Machinery.
Neiger, B. L., Thackeray, R., Van Wagenen, S. A., Hanson, C. L., West, J. H., Barnes, M. D., y Fagen, M. C. (2012). Use of social media in health promotion: purposes, key performance indicators, and evaluation metrics. Health Promotion Practice, 13(2), 159-164. https://doi.org/10.1177/1524839911433467
Newman, M. W., Lauterbach, D., Munson, S. A., Resnick, P., y Morris, M. E. (2011, marzo). It’s not that I don’t have problems, I’m just not putting them on Facebook: Challenges and opportunities in using online social networks for health. En Proceedings of the ACM 2011 Conference on Computer Supported Cooperative Work (pp. 341-350). Association for Computing Machinery.
Oh, H., Rizo, C., Enkin, M., y Jadad, A. (2005). What is eHealth (3): A systematic review of published definitions. Journal of Medical Internet Research, 7(1), e1. https://doi.org/10.2196/jmir.7.1.e1
Observatorio Nacional de Telecomunicaciones y de la Sociedad de la Información (2016). Los ciudadanos ante la e-sanidad. Opiniones y expectativas de los ciudadanos sobre el uso y la aplicación de las TIC en el ámbito sanitario. Ministerio de Industria, Energía y Turismo. https://www.ontsi.red.es/ontsi/sites/ontsi/files/los_ciudadanos_ante_la_e-sanidad.pdf
Pagliari, C., Sloan, D., Gregor, P., Sullivan, F., Detmer, D., Kahan, J. P., Oortwjin W., y MacGillivray, S. (2005). What is eHealth (4): A scoping exercise to map the field. Journal of Medical Internet Research, 7(1), e9. https://doi.org/10.2196/jmir.7.1.e9
Rieder, B. (2013, mayo). Studying Facebook via data extraction: The Netvizz application. Proceedings of the 5th Annual ACM Web Science Conference (pp. 346-355). https://doi.org/10.1145/2464464.2464475
Sendra-Toset, A., y Farré-Coma, J. (2016). Las instituciones de salud pública y las redes sociales: una revisión sistemática. Revista Española de Comunicación en Salud, 7(2), 285-299. https://doi.org/10.20318/recs.2016.3452
Thackeray, R., Neiger, B. L., Smith, A. K., y Van Wagenen, S. B. (2012). Adoption and use of social media among public health departments. BMC Public Health, 12(1), 242. https://doi.org/10.1186/1471-2458-12-242
Vanzetta, M., Vellone, E., Dal Molin, A., Rocco, G., De Marinis, M. G., y Rosaria, A. (2014). Communication with the public in the health-care system: A descriptive study of the use of social media in local health authorities and public hospitals in Italy. Annali dell'Istituto superiore di sanità, 50(2), 163-170. https://doi.org/10.4415/ann_14_02_10
We are social, y Hootsuite. (2018). Digital in 2018. Essential insights into internet, social media, mobile, and ecommerce use around the world [Informe]. https://hootsuite.com/es/pages/digital-in-2018
Eysenbach, G. (2001). What is e-health? Journal of Medical Internet Research, 3(2), e20. https://doi.org/10.2196/jmir.3.2.e20
Franco, M., Tursunbayeva, A., y Pagliari, C. (2016). Social media for e-Government in the public health sector: Protocol for a systematic review. Journal of Medical Internet Research Protocols, 5(1), e42. https://doi.org/10.2196/resprot.5421
Gittelman, S., Lange, V., Gotway Crawford, C.A., Okoro C. A., Lieb, E, Dhingra S. S., y Trimarchi, E. (2015). A new source of data for public health surveillance: Facebook likes. Journal of Medical Internet Research, 17(4), e98. https://doi.org/10.2196/jmir.3970
Harris, J. K., Mueller, N. L., y Snider, D. (2013). Social media adoption in local health departments nationwide. American Journal of Public Health, 103(9), 1700-1707. https://doi.org/10.2105/ajph.2012.301166
Heldman, A. B., Schindelar, J., y Weaver, J. B. (2013). Social media engagement and public health communication: Implications for public health organizations being truly “social”. Public Health Reviews, 35(1), 13. https://doi.org/10.1007/bf03391698
Jha, A., Lin, L., y Savoia, E. (2016). The use of social media by state health departments in the US: Analyzing health communication through Facebook. Journal of Community Health, 41(1), 174-179. https://doi.org/10.1007/s10900-015-0083-4
Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., y Hoving, C. A. (2013). A new dimension of health care: Systematic review of the uses, benefits, and limitations of social media for health communication. Journal of Medical Internet Research, 15(4), e85. https://doi.org/10.2196/jmir.1933
Morris, M. E., Consolvo, S., Munson, S., Patrick, K., Tsai, J., y Kramer, A. D. I. (2011, mayo). Facebook for health: opportunities and challenges for driving behavior change. En CHI ′11, Extended Abstracts on Human Factors in Computing Systems (pp. 443–446). Association for Computing Machinery.
Neiger, B. L., Thackeray, R., Van Wagenen, S. A., Hanson, C. L., West, J. H., Barnes, M. D., y Fagen, M. C. (2012). Use of social media in health promotion: purposes, key performance indicators, and evaluation metrics. Health Promotion Practice, 13(2), 159-164. https://doi.org/10.1177/1524839911433467
Newman, M. W., Lauterbach, D., Munson, S. A., Resnick, P., y Morris, M. E. (2011, marzo). It’s not that I don’t have problems, I’m just not putting them on Facebook: Challenges and opportunities in using online social networks for health. En Proceedings of the ACM 2011 Conference on Computer Supported Cooperative Work (pp. 341-350). Association for Computing Machinery.
Oh, H., Rizo, C., Enkin, M., y Jadad, A. (2005). What is eHealth (3): A systematic review of published definitions. Journal of Medical Internet Research, 7(1), e1. https://doi.org/10.2196/jmir.7.1.e1
Observatorio Nacional de Telecomunicaciones y de la Sociedad de la Información (2016). Los ciudadanos ante la e-sanidad. Opiniones y expectativas de los ciudadanos sobre el uso y la aplicación de las TIC en el ámbito sanitario. Ministerio de Industria, Energía y Turismo. https://www.ontsi.red.es/ontsi/sites/ontsi/files/los_ciudadanos_ante_la_e-sanidad.pdf
Pagliari, C., Sloan, D., Gregor, P., Sullivan, F., Detmer, D., Kahan, J. P., Oortwjin W., y MacGillivray, S. (2005). What is eHealth (4): A scoping exercise to map the field. Journal of Medical Internet Research, 7(1), e9. https://doi.org/10.2196/jmir.7.1.e9
Rieder, B. (2013, mayo). Studying Facebook via data extraction: The Netvizz application. Proceedings of the 5th Annual ACM Web Science Conference (pp. 346-355). https://doi.org/10.1145/2464464.2464475
Sendra-Toset, A., y Farré-Coma, J. (2016). Las instituciones de salud pública y las redes sociales: una revisión sistemática. Revista Española de Comunicación en Salud, 7(2), 285-299. https://doi.org/10.20318/recs.2016.3452
Thackeray, R., Neiger, B. L., Smith, A. K., y Van Wagenen, S. B. (2012). Adoption and use of social media among public health departments. BMC Public Health, 12(1), 242. https://doi.org/10.1186/1471-2458-12-242
Vanzetta, M., Vellone, E., Dal Molin, A., Rocco, G., De Marinis, M. G., y Rosaria, A. (2014). Communication with the public in the health-care system: A descriptive study of the use of social media in local health authorities and public hospitals in Italy. Annali dell'Istituto superiore di sanità, 50(2), 163-170. https://doi.org/10.4415/ann_14_02_10
We are social, y Hootsuite. (2018). Digital in 2018. Essential insights into internet, social media, mobile, and ecommerce use around the world [Informe]. https://hootsuite.com/es/pages/digital-in-2018
Cómo citar
Martínez Rolán, X., Míguez González, M. I., & Corbacho Valencia, J. M. (2022). La comunicación de la sanidad en redes sociales. Una perspectiva institucional europea. Signo Y Pensamiento, 41. https://doi.org/10.11144/Javeriana.syp41.csrs
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Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.