Isaac Chun-Hai Fung1, Jingxian Cai2, Yi Hao2, Yuchen Ying3, Benedict Shing Bun Chan4, Zion Tsz Ho Tse5, King-Wa Fu6. 1. Department of Epidemiology, Jiann-Ping Hsu College of Public Health, Georgia Southern University, Statesboro, Georgia, United States of America . 2. Department of Biostatistics, Jiann-Ping Hsu College of Public Health, Georgia Southern University, Statesboro, Georgia, United States of America . 3. Department of Computer Science, The University of Georgia, Athens, Georgia, United States of America . 4. Department of Religion and Philosophy, Hong Kong Baptist University; Department of General Education, School of Humanities and Social Science, Hang Seng Management College, Hong Kong Special Administrative Region, China . 5. College of Engineering, The University of Georgia, Athens, Georgia, United States of America . 6. Journalism and Media Studies Centre, The University of Hong Kong, Hong Kong Special Administrative Region, China .
Abstract
BACKGROUND: Global Handwashing Day (GHD) is a handwashing promotion campaign organized by the Global Public-Private Partnership of Handwashing with Soap. In China, it has been promoted by the Chinese public health authorities, international organizations and multinational corporations through various channels including social media such as Sina Weibo, the leading Chinese microblogging site similar to Twitter. The objective of this study is to qualitatively assess Chinese social media users' reactions to a health promotion campaign using Global Handwashing Day (GHD) 2012 as an example. METHODS: We conducted a qualitative content analysis of 552 Weibo posts generated on GHD 2012 by Weibo users with 1000 or more followers with the Chinese keyword for "handwashing." We categorized the Weibo posts into groups by keywords that frequently appeared in the data set. These groups were either exact reposts of an original post, or they conveyed similar information. RESULTS: We observed the interconnections between traditional media and social media in handwashing promotion. Social media were found to serve as amplifiers of contents provided by traditional media. We observed the contextualization of global hygiene messages in a unique national social media market in China. DISCUSSION: Our study showed that social media and traditional media are two interconnected arms of the GHD campaign in China. Our analysis demonstrated that public health campaigns in China can be evaluated using social media data. The themes and topics identified in this study will help public health practitioners evaluate future social media handwashing promotion campaigns.
BACKGROUND: Global Handwashing Day (GHD) is a handwashing promotion campaign organized by the Global Public-Private Partnership of Handwashing with Soap. In China, it has been promoted by the Chinese public health authorities, international organizations and multinational corporations through various channels including social media such as Sina Weibo, the leading Chinese microblogging site similar to Twitter. The objective of this study is to qualitatively assess Chinese social media users' reactions to a health promotion campaign using Global Handwashing Day (GHD) 2012 as an example. METHODS: We conducted a qualitative content analysis of 552 Weibo posts generated on GHD 2012 by Weibo users with 1000 or more followers with the Chinese keyword for "handwashing." We categorized the Weibo posts into groups by keywords that frequently appeared in the data set. These groups were either exact reposts of an original post, or they conveyed similar information. RESULTS: We observed the interconnections between traditional media and social media in handwashing promotion. Social media were found to serve as amplifiers of contents provided by traditional media. We observed the contextualization of global hygiene messages in a unique national social media market in China. DISCUSSION: Our study showed that social media and traditional media are two interconnected arms of the GHD campaign in China. Our analysis demonstrated that public health campaigns in China can be evaluated using social media data. The themes and topics identified in this study will help public health practitioners evaluate future social media handwashing promotion campaigns.
Authors: Pavani K Ram; Amal K Halder; Stewart P Granger; Therese Jones; Peter Hall; David Hitchcock; Richard Wright; Benjamin Nygren; M Sirajul Islam; John W Molyneaux; Stephen P Luby Journal: Am J Trop Med Hyg Date: 2010-11 Impact factor: 2.345
Authors: Isaac Chun-Hai Fung; Yi Hao; Jingxian Cai; Yuchen Ying; Braydon James Schaible; Cynthia Mengxi Yu; Zion Tsz Ho Tse; King-Wa Fu Journal: PLoS One Date: 2015-05-06 Impact factor: 3.240
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Authors: Isaac Chun-Hai Fung; King-Wa Fu; Chung-Hong Chan; Benedict Shing Bun Chan; Chi-Ngai Cheung; Thomas Abraham; Zion Tsz Ho Tse Journal: Public Health Rep Date: 2016 May-Jun Impact factor: 2.792
Authors: Ian Ross; Joanna Esteves Mills; Tom Slaymaker; Richard Johnston; Guy Hutton; Robert Dreibelbis; Maggie Montgomery Journal: BMJ Glob Health Date: 2021-12