Lutkenhaus Roel O, Jansz Jeroen, Bouman Martine Pa
Center for Media & Health, Gouda, the Netherlands.
Erasmus Research Centre for Media, Communication and Culture, Erasmus University Rotterdam, Rotterdam, the Netherlands.
Digit Health. 2019 Jan 28;5:2055207618821521. doi: 10.1177/2055207618821521. eCollection 2019 Jan-Dec.
In today's media landscape, audiences increasingly turn to online communities for media consumption and to exchange information about specific niche interests such as health-related topics. This calls for a segmented approach in which interventions are targeted at online communities, tailored to their specific cultures and health-related perceptions, and leverage the dynamics of conversation and social influence in online networks. Strategies drawn from the field of provide interesting opportunities to reach and engage with audiences in a personally relevant manner, including with those who may disagree with an intervention's message. This article reflects on what health communicators might learn from influencer strategies and proposes digital methods to target and tailor health communication in the digital era. More concretely, we present methods to: (a) identify online communities engaging on a specific health issue; (b) map community specific cultures and health-related perceptions; and (c) identify influencers as potential collaboration partners. As such, we adopt a slightly different take on tailoring by putting the creative and cultural competences of social influencers central, and by aligning our methods with a media mapping protocol to create influencer strategies that are tailored to the cultures and health-related perceptions of multiple online audience segments. We illustrate the potential of these methods with a study of how vaccination is discussed among Dutch Twitter users.
在当今的媒体格局中，受众越来越多地转向在线社区进行媒体消费，并就特定的小众兴趣（如健康相关话题）交流信息。这就需要一种细分的方法，即干预措施以在线社区为目标，根据其特定文化和与健康相关的认知进行量身定制，并利用在线网络中的对话动态和社会影响。从该领域得出的策略提供了有趣的机会，能够以与个人相关的方式接触受众并吸引他们参与，包括那些可能不同意干预信息的人。本文思考了健康传播者可以从有影响力者策略中学到什么，并提出了在数字时代针对和定制健康传播的数字方法。更具体地说，我们介绍以下方法：(a) 识别参与特定健康问题讨论的在线社区；(b) 描绘社区特定文化和与健康相关的认知；(c) 识别有影响力者作为潜在的合作伙伴。因此，我们采用了一种略有不同的定制方式，将社会有影响力者的创意和文化能力置于核心位置，并使我们的方法与媒体映射协议保持一致，以创建针对多个在线受众群体的文化和与健康相关认知的有影响力者策略。我们通过一项关于荷兰推特用户如何讨论疫苗接种的研究来说明这些方法的潜力。
