University of Gothenburg, Sweden.
Swinburne University of Technology, Australia.
Public Underst Sci. 2021 Jul;30(5):535-551. doi: 10.1177/0963662521989251. Epub 2021 Feb 11.
Antimicrobial resistance is one of the greatest challenges facing the world. With the rapid growth of social media, YouTube has become an influential social media platform providing publics with expert health knowledge. This article explores how antimicrobial resistance is communicated on YouTube. Drawing on qualitative media analyses of the most viewed YouTube videos 2016-2020, we identify seven different genres and two main storytelling approaches, personalized and fictionalized storytelling, used to make sense of antimicrobial resistance and its complexities. The study contributes new knowledge about YouTube as a platform for health communication and the types of videos about antimicrobial resistance that gets most traffic. This is useful, not the least for public health experts working to improve communication strategies that target hard-to-reach media publics.
抗菌药物耐药性是当今世界面临的最大挑战之一。随着社交媒体的快速发展，YouTube 已成为一个有影响力的社交媒体平台，为公众提供专业的健康知识。本文探讨了 YouTube 上如何传播抗菌药物耐药性。本研究通过对 2016 年至 2020 年最受欢迎的 YouTube 视频进行定性媒体分析，确定了七种不同的体裁和两种主要的叙事方式，即个性化叙事和虚构化叙事，用于理解抗菌药物耐药性及其复杂性。本研究为 YouTube 作为健康传播平台以及最受欢迎的有关抗菌药物耐药性的视频类型提供了新知识。这对于公共卫生专家来说非常有用，因为他们正在努力改进针对难以接触的媒体公众的沟通策略。
