View in EDS PDF Full Text

Análisis narrativo del engagement de la audiencia hacia campañas de salud en Facebook.

Saved in:
Bibliographic Details
Title: Análisis narrativo del engagement de la audiencia hacia campañas de salud en Facebook.
Alternate Title: Narrative analysis of audience engagement towards health campaigns on Facebook.
Authors: Reyna Martinez, Luis Antonio1, Campos Rivera, Marisol1 marisol.campos@uqroo.edu.mx, García Vargas, Gustavo Rene1
Source: Revista Española de Comunicación en Salud. jul-dic2024, Vol. 15 Issue 2, p26-39. 14p.
Subjects: SOCIAL media, MUSIC, QUALITATIVE research, HEALTH, INFORMATION resources, NARRATIVES, ORGAN donation, CONDOMS, COMMUNICATION, HEALTH promotion, ELECTRONIC publications, PATIENT participation, EVALUATION
Abstract (English): Introduction: The active role of the audience in the creation of information in media such as Facebook, and their engagement in digital publications should be considered by health institutions to strengthen their health communication capacities Objective: To narratively analyze the comments of two health communication publications with high engagement on Facebook and their effect on the orientation towards the publication as a creative product and towards its intention Methodology: Qualitative study of narrative research. Results: In the analysis of Campaign A, on condom use, and Campaign B, on organ donation, the common categories identified were: narrative resources, language specificities, and main charader; and the differentiators: educational instrument and music Campaign A obtained positive orientations towards its product and intention. Campaign B had a positive orientation towards its product; however, the controversial load of its elements provoked a negative orientation towards its intention Conclusion: Health communication strategies should have methods of analysis of audience engagement considering their orientation towards creative products and their intention. Although a publication may stand out statistically, this does not guarantee the effect towards the pursued purpose [ABSTRACT FROM AUTHOR]
Abstract (Spanish): Introducción: El papel activo de la audiencia en la creación de información en medios, como Facebook, y su engagement en publicaciones digitales debe ser considerado por instituciones sanitarias para fortalecer sus capacidades de comunicación en salud Objetivo: Analizar na nativa mente los comentarios de dos publicaciones de comunicación en salud con alto engagements Facebook y su efecto en la orientación hacia la publicación como producto creativo y hacia su intención. Metodología: Estudio cualitativo de investigación narrativa. Resultados: En el análisis de la Campaña A, de uso de condón, y la Campaña B, de donación de órganos, se identificaron las categorías comunes: recursos narrativos, especificidades del lenguaje, y personaje principal; y las categorías diferenciadoras: instrumento educativo y música. La Campaña A obtuvo orientaciones positivas hada su producto e intención La Campaña B tuvo una orientación positiva hada su producto; sin embargo, la carga controvertida de sus elementos provocó una orientadón negativa hada su intendón. Conclusión: Las estrategias de comunicadón en salud deben contar con métodos de análisis del engagement de la audiencia, considerando su orientadón hacia productos creativos y su intención. Si bien una publicadón puede destacar estadísticamente, esto no garantiza el efecto hada el propósito perseguido. [ABSTRACT FROM AUTHOR]
Copyright of Revista Española de Comunicación en Salud is the property of Asociacion Espanola de Comunicacion Sanitaria and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: MedicLatina
FullText Links:
  – Type: pdflink
Text:
  Availability: 0
Header DbId: lth
DbLabel: MedicLatina
An: 182256605
AccessLevel: 6
PubType: Academic Journal
PubTypeId: academicJournal
PreciseRelevancyScore: 0
IllustrationInfo
Items – Name: Title
  Label: Title
  Group: Ti
  Data: Análisis narrativo del engagement de la audiencia hacia campañas de salud en Facebook.
– Name: TitleAlt
  Label: Alternate Title
  Group: TiAlt
  Data: Narrative analysis of audience engagement towards health campaigns on Facebook.
– Name: Author
  Label: Authors
  Group: Au
  Data: <searchLink fieldCode="AR" term="%22Reyna+Martinez%2C+Luis+Antonio%22">Reyna Martinez, Luis Antonio</searchLink><relatesTo>1</relatesTo><br /><searchLink fieldCode="AR" term="%22Campos+Rivera%2C+Marisol%22">Campos Rivera, Marisol</searchLink><relatesTo>1</relatesTo><i> marisol.campos@uqroo.edu.mx</i><br /><searchLink fieldCode="AR" term="%22García+Vargas%2C+Gustavo+Rene%22">García Vargas, Gustavo Rene</searchLink><relatesTo>1</relatesTo>
– Name: TitleSource
  Label: Source
  Group: Src
  Data: <searchLink fieldCode="JN" term="%22Revista+Española+de+Comunicación+en+Salud%22">Revista Española de Comunicación en Salud</searchLink>. jul-dic2024, Vol. 15 Issue 2, p26-39. 14p.
– Name: Subject
  Label: Subjects
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22SOCIAL+media%22">SOCIAL media</searchLink><br /><searchLink fieldCode="DE" term="%22MUSIC%22">MUSIC</searchLink><br /><searchLink fieldCode="DE" term="%22QUALITATIVE+research%22">QUALITATIVE research</searchLink><br /><searchLink fieldCode="DE" term="%22HEALTH%22">HEALTH</searchLink><br /><searchLink fieldCode="DE" term="%22INFORMATION+resources%22">INFORMATION resources</searchLink><br /><searchLink fieldCode="DE" term="%22NARRATIVES%22">NARRATIVES</searchLink><br /><searchLink fieldCode="DE" term="%22ORGAN+donation%22">ORGAN donation</searchLink><br /><searchLink fieldCode="DE" term="%22CONDOMS%22">CONDOMS</searchLink><br /><searchLink fieldCode="DE" term="%22COMMUNICATION%22">COMMUNICATION</searchLink><br /><searchLink fieldCode="DE" term="%22HEALTH+promotion%22">HEALTH promotion</searchLink><br /><searchLink fieldCode="DE" term="%22ELECTRONIC+publications%22">ELECTRONIC publications</searchLink><br /><searchLink fieldCode="DE" term="%22PATIENT+participation%22">PATIENT participation</searchLink><br /><searchLink fieldCode="DE" term="%22EVALUATION%22">EVALUATION</searchLink>
– Name: Abstract
  Label: Abstract (English)
  Group: Ab
  Data: Introduction: The active role of the audience in the creation of information in media such as Facebook, and their engagement in digital publications should be considered by health institutions to strengthen their health communication capacities Objective: To narratively analyze the comments of two health communication publications with high engagement on Facebook and their effect on the orientation towards the publication as a creative product and towards its intention Methodology: Qualitative study of narrative research. Results: In the analysis of Campaign A, on condom use, and Campaign B, on organ donation, the common categories identified were: narrative resources, language specificities, and main charader; and the differentiators: educational instrument and music Campaign A obtained positive orientations towards its product and intention. Campaign B had a positive orientation towards its product; however, the controversial load of its elements provoked a negative orientation towards its intention Conclusion: Health communication strategies should have methods of analysis of audience engagement considering their orientation towards creative products and their intention. Although a publication may stand out statistically, this does not guarantee the effect towards the pursued purpose [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label: Abstract (Spanish)
  Group: Ab
  Data: Introducción: El papel activo de la audiencia en la creación de información en medios, como Facebook, y su engagement en publicaciones digitales debe ser considerado por instituciones sanitarias para fortalecer sus capacidades de comunicación en salud Objetivo: Analizar na nativa mente los comentarios de dos publicaciones de comunicación en salud con alto engagements Facebook y su efecto en la orientación hacia la publicación como producto creativo y hacia su intención. Metodología: Estudio cualitativo de investigación narrativa. Resultados: En el análisis de la Campaña A, de uso de condón, y la Campaña B, de donación de órganos, se identificaron las categorías comunes: recursos narrativos, especificidades del lenguaje, y personaje principal; y las categorías diferenciadoras: instrumento educativo y música. La Campaña A obtuvo orientaciones positivas hada su producto e intención La Campaña B tuvo una orientación positiva hada su producto; sin embargo, la carga controvertida de sus elementos provocó una orientadón negativa hada su intendón. Conclusión: Las estrategias de comunicadón en salud deben contar con métodos de análisis del engagement de la audiencia, considerando su orientadón hacia productos creativos y su intención. Si bien una publicadón puede destacar estadísticamente, esto no garantiza el efecto hada el propósito perseguido. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Revista Española de Comunicación en Salud is the property of Asociacion Espanola de Comunicacion Sanitaria and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=lth&AN=182256605
RecordInfo BibRecord:
  BibEntity:
    Identifiers:
      – Type: doi
        Value: 10.20318/recs.2024.8143
    Languages:
      – Code: spa
        Text: Spanish
    PhysicalDescription:
      Pagination:
        PageCount: 14
        StartPage: 26
    Subjects:
      – SubjectFull: SOCIAL media
        Type: general
      – SubjectFull: MUSIC
        Type: general
      – SubjectFull: QUALITATIVE research
        Type: general
      – SubjectFull: HEALTH
        Type: general
      – SubjectFull: INFORMATION resources
        Type: general
      – SubjectFull: NARRATIVES
        Type: general
      – SubjectFull: ORGAN donation
        Type: general
      – SubjectFull: CONDOMS
        Type: general
      – SubjectFull: COMMUNICATION
        Type: general
      – SubjectFull: HEALTH promotion
        Type: general
      – SubjectFull: ELECTRONIC publications
        Type: general
      – SubjectFull: PATIENT participation
        Type: general
      – SubjectFull: EVALUATION
        Type: general
    Titles:
      – TitleFull: Análisis narrativo del engagement de la audiencia hacia campañas de salud en Facebook.
        Type: main
  BibRelationships:
    HasContributorRelationships:
      – PersonEntity:
          Name:
            NameFull: Reyna Martinez, Luis Antonio
      – PersonEntity:
          Name:
            NameFull: Campos Rivera, Marisol
      – PersonEntity:
          Name:
            NameFull: García Vargas, Gustavo Rene
    IsPartOfRelationships:
      – BibEntity:
          Dates:
            – D: 01
              M: 07
              Text: jul-dic2024
              Type: published
              Y: 2024
          Identifiers:
            – Type: issn-print
              Value: 19899882
          Numbering:
            – Type: volume
              Value: 15
            – Type: issue
              Value: 2
          Titles:
            – TitleFull: Revista Española de Comunicación en Salud
              Type: main
ResultId 1