This thesis is part of the discourse regarding communication in healthcare, with a focus on communication within the digital space of social media. Topics such as health promotion, prevention and wellness are of primary interest to the work, which aims to identify an effective communication mode through which to inform and educate citizens about territorial health promotion networks. The objectives of this thesis are: - Analyze the current state of Instagram use by domestic and foreign healthcare entities; - Identify social communication formats to promote health and prevention; - Develop an applied example through the construction of an Instagram profile for the healthcare territory under consideration. Within the first chapter, documents such as the Ottawa Charter and the National Prevention Plan are presented and analyzed, texts that are useful in framing the topic of health promotion, the relationship that health has with communication, and the space for communication design to intervene in this context. The following chapter contains an in-depth look at the relationship between health and community and frames topics such as community building, health literacy and its role in citizen empowerment. Next, an overview related to Web 2.0, social media and its relationship to medicine in contemporary reality is presented, based on sources found in the literature. A dedicated focus on the Instagram platform, in which the major features and tools of the social media are presented, introduces the next portion of the analysis. The first objective of the thesis is pursued through the selection of Instagram profiles deemed suitable and consistent with the work and the subsequent production of analysis sheets that summarize and classify the content posted by these profiles. The fact sheets elaborated in chapter four constitute the tool through which to analyze the current situation of use of the social media Instagram by realities related to the healthcare field (hospitals, private clinics, pharmaceutical companies, etc.), devoting attention to the type of content published by the profiles, the communicative objectives found, and the mode of communication implemented. These fact sheets provide a cue through which to assess points on which to intervene, and are aimed at identifying communication formats for effective health communication through social media. The formats thus identified are then applied to a case study through the establishment of an Instagram profile aimed at communicating to the local area the health promotion network that branches out around the Piacenza Casa della Comunità.
La presente tesi si inserisce nel discorso riguardo la comunicazione in ambito sanitario, con particolare attenzione alla comunicazione all’interno dello spazio digitale dei social media. Temi quali promozione della salute, prevenzione e benessere sono di primario interesse per il lavoro, che si propone di individuare una modalità comunicativa efficace attraverso cui informare ed educare i cittadini in merito alle reti territoriali di promozione della salute. Gli obiettivi della presente tesi sono: - Analizzare lo stato attuale dell’utilizzo di Instagram da parte delle realtà sanitarie nazionali ed estere; - Individuare format comunicativi social per promuovere salute e prevenzione; - Elaborare un esempio applicato tramite la costruzione di una pagina Instagram per il territorio della salute in esame. All’interno del primo capitolo vengono presentati ed analizzati documenti quali la Carta di Ottawa ed il Piano Nazionale della Prevenzione, testi utili ad inquadrare il tema della promozione della salute, il rapporto che la salute ha con la comunicazione e lo spazio di intervento del design della comunicazione in tale contesto. Il capitolo seguente contiene un approfondimento sul rapporto tra salute e comunità e inquadra temi quali la costruzione di community, l’alfabetizzazione sanitaria ed il suo ruolo nell’empowerment del cittadino. Successivamente è presentata una panoramica relativa al Web 2.0, ai social media e alla relazione che questi hanno con la medicina nella realtà contemporanea, sulla base di fonti rinvenute in letteratura. Un focus dedicato alla piattaforma Instagram, in cui vengono presentate le maggiori funzionalità e strumenti del social media, introduce la porzione di analisi successiva. Il primo obiettivo della tesi viene perseguito mediante la selezione di profili Instagram giudicati idonei e coerenti con il lavoro e la conseguente produzione di schede di analisi che sintetizzano e classificano i contenuti pubblicati da tali profili. Le schede elaborate nel capitolo quarto costituiscono lo strumento attraverso cui analizzare la situazione di utilizzo attuale del social media Instagram da parte di realtà affini all’ambito sanitario (ospedali, cliniche private, case farmaceutiche etc.), dedicando attenzione alla tipologia di contenuti pubblicate dai profili, agli obiettivi comunicativi riscontrabili, alla modalità di comunicazione attuata. Tali schede forniscono uno spunto grazie a cui valutare punti su cui intervenire, e sono finalizzate ad identificare format comunicativi per una comunicazione per la salute efficace attraverso i social media. I format così identificati vengono poi applicati ad un caso studio, tramite la costituzione di un profilo Instagram finalizzato a comunicare al territorio la rete di promozione della salute che si dirama intorno alla Casa della Comunità di Piacenza.
Instagram per le reti territoriali. Applicazione di linee guida per la cultura della salute
Faraggi, Lucrezia
2021/2022
Abstract
This thesis is part of the discourse regarding communication in healthcare, with a focus on communication within the digital space of social media. Topics such as health promotion, prevention and wellness are of primary interest to the work, which aims to identify an effective communication mode through which to inform and educate citizens about territorial health promotion networks. The objectives of this thesis are: - Analyze the current state of Instagram use by domestic and foreign healthcare entities; - Identify social communication formats to promote health and prevention; - Develop an applied example through the construction of an Instagram profile for the healthcare territory under consideration. Within the first chapter, documents such as the Ottawa Charter and the National Prevention Plan are presented and analyzed, texts that are useful in framing the topic of health promotion, the relationship that health has with communication, and the space for communication design to intervene in this context. The following chapter contains an in-depth look at the relationship between health and community and frames topics such as community building, health literacy and its role in citizen empowerment. Next, an overview related to Web 2.0, social media and its relationship to medicine in contemporary reality is presented, based on sources found in the literature. A dedicated focus on the Instagram platform, in which the major features and tools of the social media are presented, introduces the next portion of the analysis. The first objective of the thesis is pursued through the selection of Instagram profiles deemed suitable and consistent with the work and the subsequent production of analysis sheets that summarize and classify the content posted by these profiles. The fact sheets elaborated in chapter four constitute the tool through which to analyze the current situation of use of the social media Instagram by realities related to the healthcare field (hospitals, private clinics, pharmaceutical companies, etc.), devoting attention to the type of content published by the profiles, the communicative objectives found, and the mode of communication implemented. These fact sheets provide a cue through which to assess points on which to intervene, and are aimed at identifying communication formats for effective health communication through social media. The formats thus identified are then applied to a case study through the establishment of an Instagram profile aimed at communicating to the local area the health promotion network that branches out around the Piacenza Casa della Comunità.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/204177