بررسی وضعیت کمپین ‌های آنلاین حوزه سلامت در شبکه‌های اجتماعی

هدف: یکی از ابزارهای مهم اطلاع‌رسانی و آگاهی ‌بخشی برای ارتقای سلامت افراد جامعه، استفاده از رسانه‌های جمعی، به‌ ویژه شبکه‌های اجتماعی با تاثیرگذاری زیاد بر مخاطبان است؛ ولی از آنجا که این رسانه‌ها، اغلب حجم انبوهی از اطلاعات را از طریق منابع متعدد رسمی و غیررسمی منتشر می‌کنند، همواره اطلاع‌رسانی آن‌ها با پیامدهای مثبت‌ومنفی روبه‌رو می‌شود. به همین دلیل، پژوهش حاضر با هدف آسیب‌شناسی وضعیت حاضر کمپین‌های آنلاین شبکه‌های اجتماعی در حوزه سلامت و شناسایی راه‌کارهایی برای فعالیت موثرتر آن‌ها اجرا شده است.روش: در این پژوهش با استفاده از روش کیفی و انجام مصاحبه عمیق با 17نفر از متخصصان حوزه رسانه و سلامت، نوع اطلاع‌رسانی مباحث سلامت در شبکه‌های اجتماعیِ ایران بررسی شده است.یافته‌ها: بر اساس نتایج پژوهش، ضعف‌های بسیار مهم کمپین‌های آنلاین فعال در شبکه‌های اجتماعی، در حوزه سلامت کشور عبارت‌اند از: کم‌جاذبه‌بودن طرح و گرافیگ، بهره‌نبردن از اطلاعات مستدل و علمی، نداشتن رویکرد تعاملی و فراگیر مخاطبان و مشارکت آنان، نداشتن خلاقیت و جذابیت، اقناع‌نشدن مخاطبان، ضعف علمی، ترویج طب سنتی، اثربخش‌نبودن و اولویت‌ قرارندادن پیشگیری به‌جای سلامت.نتیجه‌گیری: مدیران و سیاست‌گذاران حوزه رسانه و سلامت، می‌توانند با اتکا به نتایج این پژوهش، به سامان‌دهی و توسعه کمپین‌های آنلاین حوزه سلامت در شبکه‌های اجتماعیِ کشور و انجام ارزیابی‌های مستمر، به ارتقای کمّی و کیفی شکل و محتوای این کمپین‌ها اقدام کنند و اثربخشی این کمپین‌ها را روی مخاطبان افزایش دهند.

survey the status of online health campaigns in social networks

one of the important tools of informing and raising awareness to improve the health of people in the society is the use of mass media, especially social networks, with their high impact on the audience, but since these media generally provide a large amount of information through many official sources and publish unofficially, their information is always faced with positive and negative consequences. therefore, the current research was conducted with the aim of pathologizing the current state of online social network campaigns in the field of health and identifying solutions for their more effective activity. social and modern media, due to the dissemination of a large amount of information and multiple sources, in many cases may confuse people and their users, instead of health education. based on research findings and research  people in the society may experience health anxiety, conducted inside and outside the country. regarding the activity and influence of social networks and online campaigns in the field of health, the planners of developed societies try to improve the health of the people of their society as an important factor in development. one of the ways to improve people’s health is use “social media”. especially social media nowadays have a high influence on the audience since they have health education. at the same time, due to the abundance of information that they produce and publish through many official and unofficial sources, these media have faced positive and negative consequences for health planners and audiences, so the present research is about the status of social networks and the positive impact of its negative effect is on the health of people.research methodologythis research is an applied research, and the method of conducting it is a survey with two quantitative and qualitative approaches, which examines the cause and effect relationship or the influence of the independent variable on the dependent variable. the independent variable in this research is the activity of online social media campaigns and the dependent variable is health promotion in society. in the current research, in order to achieve a more complete and comprehensive analysis in the field of health, the capacities available in both quantitative and qualitative research methods have been continuously and consecutively used. therefore, the design of the research is based on the plan based on the combined method. this research is a combination of qualitative, descriptive and inferential which includes a set of methods that are used to organize, summarize, describe and interpret the data collected from the statistical sample by collecting the research data obtained from the views. in the form of in-depth surveys and a questionnaire tool from the statistical population and determining the points of commonality and difference and combining it with the existing theories in this field, communication solutions and providing a successful model for the activity of online campaigns in the field of health are presented. in this research, using the qualitative method and in-depth interviews with 17 experts in the field of media and health, it has investigated the type of information on health issues in social networks in iran.findingsthe general results of the research showed: factors such as the lack of attractiveness required in the graphic design, lack of benefit from substantiated and scientific information, lack of interactive approach and inclusion of the audience and their participation, lack of creativity and attractiveness, lack of persuasion of the audience, scientific weakness, promotion of traditional medicine, lack of effect one of the most important weaknesses of active online campaigns in social networks in the field of health in the country is partiality and lack of prioritization of prevention instead of health.