Centre for Global Health, Usher Institute, University of Edinburgh, Edinburgh, Scotland, UK.
J Glob Health. 2020 Jun;10(1):01040901. doi: 10.7189/jogh.10.010901.
"Public engagement" in science is a term that covers a broad spectrum of activities undertaken by the scientific community. The precise definitions are constantly evolving to incorporate new means of engagement, facilitated by emerging technologies. Global health research is amenable to community engagement and popularization, but it is difficult to know which strategies work best to attract considerable attention from the public.
This is a review of the articles and documents that address the question of public engagement with topics in medical sciences, particularly in global health. Semantic searches were conducted using Google Scholar rather than indexed databases due to poor indexing of the topic. More than 1000 titles were screened and 48 articles were retained as most useful. It then moves to a more specific topic of the online public engagement in global health.
The review presents the attempts to define public engagement in science and its general importance, particularly in the field of global health. Examples of the latter include tobacco use, vaccination, and maternal and child health. In reviewing effective approaches to public engagement in global health through online video campaigns, it studies the examples of crowdfunding, USAID's First Public Engagement Campaign, World Health Organization's Social Media Campaigns and the impact of Global Health Media Project.
This review reveals three key gaps in the understanding of determinants of effective online public engagement in global health. The mixed results of traditional mass media campaigns in global health emphasise the calls for more research on message content. A framework for effective message content would help in both raising awareness of key issues and creating behaviour change in the general public. Moreover, it is surprising to find no formal research on what constitutes effective video content in global health. Finally, few studies considered important metrics to track in social media campaigns. There is a clear need to investigate which video features are effective in global health online public engagement. Success will be defined through key video marketing metrics and tracked in order to isolate effective content features.
“公众参与”科学是一个涵盖科学界广泛活动的术语。其确切定义不断演变，以纳入新兴技术促进的新的参与方式。全球健康研究适合社区参与和普及，但很难知道哪些策略最能吸引公众的广泛关注。
这是对涉及医学科学主题（特别是全球健康）的公众参与问题的文章和文件的综述。由于该主题的索引较差，因此使用 Google Scholar 而非索引数据库进行语义搜索。筛选了 1000 多个标题，保留了 48 篇最有用的文章。然后它转移到更具体的全球健康在线公众参与主题。
该综述介绍了尝试定义科学中的公众参与及其在全球健康领域的一般重要性。后者的例子包括吸烟、疫苗接种和母婴健康。在通过在线视频活动审查全球健康公众参与的有效方法时，研究了众筹、美国国际开发署的首次公众参与活动、世界卫生组织的社交媒体活动以及全球健康媒体项目的影响等例子。
本综述揭示了理解有效在线公众参与全球健康的决定因素的三个关键差距。传统大众媒体在全球健康方面的混合结果强调了对消息内容的更多研究的呼吁。有效的消息内容框架将有助于提高公众对关键问题的认识，并促使公众改变行为。此外，令人惊讶的是，在全球健康领域，没有关于有效视频内容的正式研究。最后，很少有研究考虑社交媒体活动中需要跟踪的重要指标。显然需要研究哪些视频功能在全球健康在线公众参与中是有效的。成功将通过关键视频营销指标来定义，并进行跟踪，以确定有效的内容特征。
