Digital Health | |
#ec: Findings and implications from a quantitative content analysis of tweets about emergency contraception: | |
Tilly A Gurman1  | |
关键词: Twitter; emergency contraception; social media; content analysis; agenda-setting; | |
DOI : 10.1177/2055207615625035 | |
学科分类:卫生学 | |
来源: Sage Journals | |
【 摘 要 】
Twitter, a popular social media, helps users around the world quickly share and receive information. The way in which Twitter frames health issues â especially controversial issues like emergency contraception (EC) â can influence public opinion. The current study analyzed all English-language EC-related tweets from March 2011 (nâ=â3535). Variables measured user characteristics (e.g. gender), content (e.g. news, humor), Twitter-specific strategy (e.g. retweet), and certain time periods (e.g. weekends). The analysis applied chi-square and regression analyses to the variables. Tweets most frequently focused on content related to news (27.27%), accessing EC (27.27%), and humor (25.63%). Among tweets that were shared, however, the most common content included humor, followed by personal/vicarious experience. Although only 5.54% of shared tweets mentioned promiscuity, this content category had the strongest odds for being shared (ORâ=â1.51; pâ=â0.031). The tweet content with lowest odds of being shared were side effects (ORâ=â0.24; pâ<â0.001), drug safety (ORâ=â0.44; pâ<â0.001), and news (ORâ=â0.44; pâ<â0.001). Tweets with the greatest odds of having been sent on a weekend sought advice (ORâ=â1.94; pâ=â0.012), addressed personal or vicarious experience (ORâ=â1.91; pâ<â0.001), or contained humor (ORâ=â1.56; pâ<â0.001). Similar patterns occurred in tweets sent around St. Patrickâs Day. Only a few differences were found in the ways in which male and female individuals discussed EC on Twitter. In particular, when compared to males, females mentioned birth control (pâ=â0.002), EC side effects (pâ=â0.024), and issues related to responsibility (pâ=â0.003) more often than expected. Study findings offer timely and practical suggestions for public health professionals wanting to communicate about EC via Twitter.
【 授权许可】
CC BY-NC
【 预 览 】
Files | Size | Format | View |
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RO201902021940201ZK.pdf | 194KB | download |