April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: Hashtags and Health: Perceptions of Health (Mis)Information on Social Media Among College Students in Ghana and the US
This comparative case study investigates the perceptions of health information and misinformation on three prominent social media platforms—X, Facebook, and Instagram—among college students in Ghana and the US. As digital communication becomes increasingly integral to disseminating health-related content, understanding how these diverse populations interpret and engage with health information on social media becomes increasingly crucial. Through a qualitative approach, incorporating semi-structured interviews and focus groups, this exploratory study is guided by Source Credibility Theory and explores the nuanced perspectives and experiences of health (mis)information on social media in both Ghana and the US.
In the literature review, the authors synthesize existing research on health communication, social media, and the cultural differences embedded in both, to contextualize the study. While the impact of social media on health information dissemination has been widely acknowledged, few studies have directly compared the perceptions of users from diverse cultural backgrounds (Kim et al., 2022; Song et al., 2016; Hoorens et al., 2022; Melton et al., 2022). Recognizing the significance of cultural nuances in information processing and dissemination, this study seeks to bridge this gap.
By conducting semi-structured interviews and focus groups, the authors aim to capture the depth of participants' perspectives, allowing for a comprehensive exploration of their lived experiences with health (mis)information on social media. With its cross-cultural lens, the study aims to identify similarities and differences in how Ghanaian and U.S. college students navigate and interpret health-related content online.
Drawing upon Source Credibility Theory (Hovland et al., 1963), the theoretical framework of this study hinges on the assumption that the perceived credibility of the source significantly influences individuals' acceptance and adherence to health information on social media (MacKenzie & Lutz, 1989). Understanding how college students in Ghana and the US evaluate the credibility of health information on these platforms can provide valuable insights into the factors that shape their perceptions and decision-making processes.
The value of this study to health communication lies in its potential to inform tailored interventions and communication strategies. By uncovering cross-cultural variations in the reception of health information on social media, the study contributes to the development of culturally sensitive health communication campaigns. Furthermore, the findings can guide platform-specific recommendations for improving social media literacy in evaluating the credibility and accessibility of health information online.
In the literature review, the authors synthesize existing research on health communication, social media, and the cultural differences embedded in both, to contextualize the study. While the impact of social media on health information dissemination has been widely acknowledged, few studies have directly compared the perceptions of users from diverse cultural backgrounds (Kim et al., 2022; Song et al., 2016; Hoorens et al., 2022; Melton et al., 2022). Recognizing the significance of cultural nuances in information processing and dissemination, this study seeks to bridge this gap.
By conducting semi-structured interviews and focus groups, the authors aim to capture the depth of participants' perspectives, allowing for a comprehensive exploration of their lived experiences with health (mis)information on social media. With its cross-cultural lens, the study aims to identify similarities and differences in how Ghanaian and U.S. college students navigate and interpret health-related content online.
Drawing upon Source Credibility Theory (Hovland et al., 1963), the theoretical framework of this study hinges on the assumption that the perceived credibility of the source significantly influences individuals' acceptance and adherence to health information on social media (MacKenzie & Lutz, 1989). Understanding how college students in Ghana and the US evaluate the credibility of health information on these platforms can provide valuable insights into the factors that shape their perceptions and decision-making processes.
The value of this study to health communication lies in its potential to inform tailored interventions and communication strategies. By uncovering cross-cultural variations in the reception of health information on social media, the study contributes to the development of culturally sensitive health communication campaigns. Furthermore, the findings can guide platform-specific recommendations for improving social media literacy in evaluating the credibility and accessibility of health information online.