Watkins Megan, Mallion Jaimee S, Frings Daniel, Wills Jane, Sykes Susie, Whittaker Andrew
Institute of Health and Social Care, London South Bank University, United Kingdom.
School of Applied Sciences, London South Bank University, United Kingdom.
Public Health Pract (Oxf). 2023 Jul 21;6:100412. doi: 10.1016/j.puhip.2023.100412. eCollection 2023 Dec.
This paper evaluates a collaborative intervention between public health professionals and local social media administrators, in which the social media site Facebook was used with a view to strengthening engagement with and, dissemination of, core messages and building trust and resilience within local communities during the COVID-19 pandemic.
A qualitative design was used, exploring the research question: how does collaboration between public health professionals and local social network group administrators create community engagement during a global crisis?
Fourteen semi-structured interviews were conducted with public health staff and online group administrators. Data was analysed using framework analysis.
Collaboration between public health professionals and local group administrators created both opportunities and challenges. Local group administrators had wide reach and trust within the local community, but message credibility was enhanced through local authority involvement. Such collaborations contain inherent tensions due to perceived risks to social capital and independence but can be successful if receiving strong risk-tolerant support from the local authority. Findings are discussed in the context of Bourdieu's theory of social capital to examine how public health information can be delivered by trusted social media actors in communication tailored to the local community.
Social media provides new channels of communication for delivery of public health messages, enabling new ways of working which create long-term engagement and community building. Although the intervention was developed quickly in response to the COVID-19 pandemic, participants felt it could be mobilised to address a wider range of issues.
本文评估了公共卫生专业人员与当地社交媒体管理员之间的合作干预措施，其中使用了社交媒体平台脸书，旨在在新冠疫情期间加强与核心信息的互动和传播，并在当地社区建立信任和恢复力。
采用定性设计，探讨研究问题：公共卫生专业人员与当地社交网络群组管理员之间的合作如何在全球危机期间促进社区参与？
对公共卫生工作人员和在线群组管理员进行了14次半结构化访谈。使用框架分析法对数据进行分析。
公共卫生专业人员与当地群组管理员之间的合作既带来了机遇，也带来了挑战。当地群组管理员在当地社区有广泛的影响力和信任度，但通过地方当局的参与，信息的可信度得到了提高。由于社会资本和独立性方面存在可感知的风险，这种合作存在内在的紧张关系，但如果得到地方当局强有力的风险容忍支持，合作可能会取得成功。研究结果在布迪厄社会资本理论的背景下进行了讨论，以研究如何通过受信任的社交媒体参与者，以适合当地社区的方式传播公共卫生信息。
社交媒体为传播公共卫生信息提供了新的沟通渠道，带来了新的工作方式，能够建立长期的互动和社区建设。尽管该干预措施是为应对新冠疫情而迅速制定的，但参与者认为它可以被调动起来解决更广泛的问题。
