Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Elisabetta Cioni, Alessandro Lovari
Publishing Year 2014 Issue 2014/48 Language Italian
Pages 13 P. 47-59 File size 207 KB
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This paper highlights the challenging process involved in social media adoption by Italian local health authorities. After reviewing the relevant literature on the role of social media for health, we focus on how these platforms are modifying health communication in Italy and present the main results of an exploratory study. The authors report three different empirical results: a) a map of local health authorities’ presence on the social web, b) a content analysis of messages published on the Facebook timelines of Italian public health organizations, and c) data from interviews with healthcare communication managers highlighting the implementation issues, managerial implications and constraints that influence the use of social media by such organizations.
Keywords: Health communication, social media, public communication, digital practices, health organizations, innovation
Elisabetta Cioni, Alessandro Lovari, Pratiche comunicative social: una ricerca su organizzazioni sanitarie e cittadini connessi in "SOCIOLOGIA DELLA COMUNICAZIONE " 48/2014, pp 47-59, DOI: 10.3280/SC2014-048005