This thesis project has the main objective of analyzing the current context relating to health communication, highlighting the strengths and weaknesses that distinguish it and the importance of the new media used in this area. The initial path of the thesis involves a theoretical approach that includes the concept of social communication, and then restricts the area of health and health communication in the digital environment. Subsequently, the theme related to influencers was also introduced. When we talk about the "digital environment" we also refer to social networks, and it is precisely from here that the research question of this thesis is born, which starts from a personal need to better understand what is the most effective strategy adopted by the associations, when talking about communicating a health issue that has its effectiveness. I have analyzed 10 communication campaigns in the health field, paying particular attention to the empathic use of testimonials, as in the case of cystic fibrosis and Angelica, which thanks to its personal testimony and desire to convey the concept of prevention, has succeeded to make people understand how important it is to use a testimonial able to convey empathy towards the issue. Therefore, the aim that this thesis aims at is to analyze how influential the new media are supported by the help of new characters that are just as influential in the web, thus managing to tackle sometimes difficult issues, but above all to reach typologies of complex targets.
Questo progetto di tesi si pone come obiettivo principale quello di analizzare il contesto attuale relativo alla comunicazione per la salute, ponendo in evidenza i punti di forza e debolezza che la contraddistinguono e l'importanza dei nuovi media utilizzati in quest'ambito. Il percorso iniziale della tesi prevede un approccio di tipo teorico che comprende il concetto della comunicazione sociale, per poi restringere l'area sulla comunicazione della salute e la salute in ambito digitale. Successivamente è stato introdotto anche il tema legato agli influencer. Quando si parla di “ambito digitale” si fa riferimento anche ai social network, ed è proprio da qua che nasce la domanda di ricerca di questa tesi, che parte proprio da un personale bisogno di comprendere al meglio quale sia la strategia più efficace adottata dalle associazioni, quando si parla di comunicare una problematica relativa alla salute che abbia la sua efficacia. Ho preso in analisi 10 campagne di comunicazione in ambito sanitario, ponendo una particolare attenzione sull’utilizzo empatico dei testimonial, come nel caso della fibrosi cistica e di Angelica, che grazie alla sua personale testimonianza e voglia di trasmettere il concetto di prevenzione, è riuscita a far capire quanto sia importante l’utilizzo di un testimonial in grado di trasmettere empatia nei confronti della tematica. Dunque, l’obiettivo che si prefigge questa tesi è quello di analizzare quanto siano influenti i nuovi mezzi di comunicazione supportati dall’aiuto di nuovi personaggi altrettanto influenti nell’ambito del web, riuscendo così ad affrontare tematiche talvolta difficili, ma soprattutto a raggiungere tipologie di target complesse.
Senza fiato. I social network nel progetto di comunicazione in ambito sanitario
De STEFANO, MARTINA
2017/2018
Abstract
This thesis project has the main objective of analyzing the current context relating to health communication, highlighting the strengths and weaknesses that distinguish it and the importance of the new media used in this area. The initial path of the thesis involves a theoretical approach that includes the concept of social communication, and then restricts the area of health and health communication in the digital environment. Subsequently, the theme related to influencers was also introduced. When we talk about the "digital environment" we also refer to social networks, and it is precisely from here that the research question of this thesis is born, which starts from a personal need to better understand what is the most effective strategy adopted by the associations, when talking about communicating a health issue that has its effectiveness. I have analyzed 10 communication campaigns in the health field, paying particular attention to the empathic use of testimonials, as in the case of cystic fibrosis and Angelica, which thanks to its personal testimony and desire to convey the concept of prevention, has succeeded to make people understand how important it is to use a testimonial able to convey empathy towards the issue. Therefore, the aim that this thesis aims at is to analyze how influential the new media are supported by the help of new characters that are just as influential in the web, thus managing to tackle sometimes difficult issues, but above all to reach typologies of complex targets.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/147156