Department of Communication, Philosophy and Politics, University of Beira Interior, Covilhã, Portugal.
Health Mark Q. 2020 Jul-Sep;37(3):265-279. doi: 10.1080/07359683.2020.1805898. Epub 2020 Aug 24.
Rooted in the dialogic public relations model, the aim of this paper was to analyze the way in which hospital organizations use Facebook to communicate and build relationships with their patients and followers. Using a content analysis of Facebook profiles, there is a reflection on how dialogic principles are applied in the management of Facebook by hospitals in Portugal. Special attention will be paid to communication regarding the Zika virus, which was of public interest at the time the empirical analysis was carried out. The study demonstrates that Portuguese hospitals are present on Facebook but do not use the social network dialogically or to communicate about topical themes of public interest.
本研究根植于对话式公共关系模式，旨在分析医院组织如何利用 Facebook 与患者和关注者进行沟通并建立关系。通过对 Facebook 个人资料的内容分析，反映了葡萄牙医院在 Facebook 管理中应用对话原则的情况。特别关注与寨卡病毒有关的沟通，因为在进行实证分析时，寨卡病毒是公众关注的话题。研究表明，葡萄牙的医院虽然在 Facebook 上有账号，但并没有以对话的方式或就公众关注的热门话题进行沟通。
