Social Media Health Communication: A Cross-Cultural Investigation on the Motivations and Challenges of Using Participatory Technology to Communicate with Patients
Journal Title: Online Journal of Communication and Media Technologies - Year 2015, Vol 5, Issue 3
Abstract
The purpose of this study is to better understand how physicians utilize social media technologies to facilitate patient communication and the motivations and barriers towards doing so. Additionally, it explores how power distances influences physician’s willingness to utilize social media as a resource in health communication by conducting in-depth interviews with physicians in the United States and in the Phillippines, based on divergent power distance scores from Hofstede’s (2010) research. Qualitative analysis of transcripts revealed two major themes : 1) hesitancy in utilizing social media in doctorpatient communication for diagnosis and treatment; and 2) the role of social media for marketing, education, and communicating with hard-to-reach patients. These findings suggest that although physicians understand the many possible benefits of utilizing social media for health communication, there are many other factors to consider. Cultural issues should be taken into account as future social media health communication programs are developed.
Authors and Affiliations
L. Meghan Mahoney| West Chester University of Pennsylvania, USA, Bessie Lawton| West Chester University of Pennsylvania, USA, Lukas Pelliccio| West Chester University of Pennsylvania, USA
Keywords
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