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

Name: When Public Health Communication Intertwines with Social Media Logic. A Focus on the Early Phase of COVID-19 Pandemic in Italy
Brand: Vita e Pensiero
Availability: OnlineOnly

digital

Articolo

Rivista

COMUNICAZIONI SOCIALI

Sezione

Open Access

Titolo

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

Autori

Elisabetta Locatelli, Alessandro Lovari, Nicola Righetti

Editore

Vita e Pensiero

Formato

Articolo |

Pdf

Pagine

Online da

06-2024

Doi

10.26350/001200_000198

Issn

0392-8667 (stampa) | 1827-7969 (digitale)

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Descrizione Commenti dei lettori

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.

When Public Health Communication Intertwines with Social Media Logic. A Focus on the Early Phase of COVID-19 Pandemic in Italy by Elisabetta Locatelli, Alessandro Lovari, Nicola Righetti is licensed under CC BY-NC-ND 4.0

keywords

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

Biografia degli autori

Elisabetta Locatelli, Università Cattolica del Sacro Cuore ‒ elisabetta.locatelli@unicatt.it; Alessandro Lovari, Università di Cagliari ‒ alessandro.lovari@unica.it; Nicola Righetti, Università di Urbino ‒ nicola.righetti@uniurb.it

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