When Public Health Communication Intertwines with Social Media Logic. A Focus on the Early Phase of COVID-19 Pandemic in Italy

Elisabetta Locatelli*, Alessandro Lovari, Nicola Righetti

*Autore corrispondente per questo lavoro

Risultato della ricerca: Contributo in rivistaArticolo in rivistapeer review

Abstract

During recent years, public health organizations have faced the challenges of digitization, adopting new communication practices. The COVID-19 pandemic has impacted on this process, accelerating the digitization of healthcare communication. In this context, utilizing a theoretical framework that intertwines health communication and social media studies, this article investigates how local health authorities located in Lombardy (North of Italy) managed COVID-19 pandemic on their Facebook pages during the first phase of the emergency. The findings highlight the growing number of COVID-19 posts in the pages and a significant response from social media users in terms of interactions and engagement, reiterating the strategic role of these organizations in healthcare communication. Furthermore, they reveal a gradual adaptation of health communication to the dynamics of social media, especially in terms of popularity, programmability, and connectivity. The emergence of a platform-based approach to healthcare communication is also discussed.
Lingua originaleEnglish
pagine (da-a)21-36
Numero di pagine16
RivistaComunicazioni Sociali
DOI
Stato di pubblicazionePubblicato - 2024

Keywords

  • COVID-19
  • digital methods
  • Facebook
  • Social media
  • local health authorities
  • platform society
  • health communication

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