Virtual space and social media studies

Virtual space and social media studies

Health communication audiences: from real to virtual space

Document Type : Original Article

Authors
farzaneh koohi 1, 2
seyedreza naghibulsadat 3
1 Ph.D. in Communication Sciences, Department of Social Communication Sciences, Faculty of Humanities, North Tehran Branch, Islamic Azad University, Tehran, Iran. Email: farzaneh.koohi@iau.ac.ir
2 ORCID: https://orcid.org/0009-0004-0338-588X
3 Professor of Public Relations, Department of Communication Sciences, Allameh Tabatabai University, Tehran, Iran.(Corresponding Author) Email: naghibsadat@atu.ac.ir
10.22083/cssms.2025.490215.1023
Abstract
Abstract
Introduction: Audience research is a cornerstone of effective health communication programs. Neglecting audience research can diminish the effectiveness of health initiatives and pose significant risks to public health. This study aims to identify the factors influencing audience behavior in health communication programs within Iran's health system. Using the SWOT (Strengths, Weaknesses, Opportunities, Threats) method and the gap analysis technique, the study formulates optimal strategies by assessing the current state and identifying gaps to reach the desired state. Sampling was conducted using a purposive non-probability method among experts in health and communication sciences.
The findings reveal that the health system's strengths include the existence of a health network in cyberspace for public awareness, the production of educational content with a prevention and self-care focus by the Ministry of Health, and ongoing training for healthcare providers in effective communication. However, weaknesses such as insufficient attention to cultural differences in health guidelines, the inability of domestic messaging platforms to compete with foreign ones, and low communication literacy among healthcare professionals hinder the system's effectiveness. These shortcomings can lead to a lack of diversity in communication methods, inadequate evaluation of program effectiveness, and limited audience participation.
Health communication is vital for improving public health and managing diseases. With the advent of new communication technologies, such as social networks and digital media, audience interaction has become more complex. While the Ministry of Health has developed numerous health communication programs, their implementation and audience targeting remain unclear. Effective communication programs require careful consideration of audience characteristics and communication components. This study explores the elements influencing audience behavior in health communication programs and evaluates the strengths, weaknesses, opportunities, and threats in transitioning from the current to the desired state.
Methods: This study employs the SWOT method to formulate strategies based on strengths, weaknesses, opportunities, and threats, complemented by gap analysis to assess the disparity between the current and desired states. Data was collected through purposive sampling among experts in health and communication sciences.
Findings: The study identifies several strengths of the health system, including the presence of a cyberspace health network for public awareness, the production of preventive and self-care educational content by the Ministry of Health, ongoing training for healthcare providers, and an online news and information platform. However, weaknesses such as insufficient attention to cultural diversity, the inability of domestic messaging platforms to compete globally, low communication literacy among doctors, and inadequate audience analysis in message design hinder effective communication.
Opportunities include interactive communication between social network users and health experts, the health system's focus on self-care and patient education in cyberspace, and the existence of health-oriented online platforms. Threats include low information literacy among users, the spread of misinformation online, the use of unclear language in health communication, and public misconceptions about health-related news.
Conclusion: The health system plays a critical role in disseminating health information and influencing behavior change. Effective communication is essential for promoting health, reducing disease burden, and ensuring the success of public health programs. Drawing on Giddens' structuration theory, this study highlights the complex interplay between individual actions and social structures in shaping health behaviors. Understanding audience characteristics before implementing health communication programs enhances the effectiveness of health messages and fosters greater audience participation.
Keywords: Audience, health communication, cyberspace, health promotion.
Keywords
Audience
health communications
cyberspace
health promotion
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  • Receive Date 24 September 2024
  • Revise Date 11 November 2024
  • Accept Date 30 November 2024
  • First Publish Date 20 December 2024
  • Publish Date 20 December 2024