Narrative analysis of audience engagement towards health campaigns on Facebook

Authors

  • Luis Antonio Reyna Martínez , Departamento de Ciencias Médicas, División de Ciencias de la Salud, Universidad Autónoma del Estado de Quintana Roo, México ,
  • Marisol Campos Rivera , Departamento de Ciencias Médicas, División de Ciencias de la Salud, Universidad Autónoma del Estado de Quintana Roo, México ,
  • Gustavo René García Vargas , Departamento de Ciencias Médicas, División de Ciencias de la Salud, Universidad Autónoma del Estado de Quintana Roo, México ,

DOI:

https://doi.org/10.20318/recs.2024.8143

Keywords:

audience research, health communication, creativity, involvement, narration, social participation, social networking, public health

Abstract

Introduction: The active role of the audience in the creation of information in media such as Facebook, and their engagement in digital publications should be considered by health institutions to strengthen their health communication capacities. Objective: To narratively analyze the comments of two health communication publications with high engagement on Facebook and their effect on the orientation towards the publication as a creative product and towards its intention. Methodology: Qualitative study of narrative research. Results: In the analysis of Campaign A, on condom use, and Campaign B, on organ donation, the common categories identified were: narrative resources, language specificities, and main character; and the differentiators: educational instrument and music. Campaign A obtained positive orientations towards its product and intention. Campaign B had a positive orientation towards its product; however, the controversial load of its elements provoked a negative orientation towards its intention. Conclusion: Health communication strategies should have methods of analysis of audience engagement considering their orientation towards creative products and their intention. Although a publication may stand out statistically, this does not guarantee the effect towards the pursued purpose.

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Author Biographies

  • Luis Antonio Reyna Martínez, , Departamento de Ciencias Médicas, División de Ciencias de la Salud, Universidad Autónoma del Estado de Quintana Roo, México,

    El Dr. Luis Antonio Reyna Martínez is an expert in health communication, boasting a robust academic background and extensive experience in research and scientific dissemination. He obtained his Doctorate in Image, Art, Culture, and Society, specializing in the field of Health Communication, from the Universidad Autónoma del Estado de Morelos, during the period spanning 2012 to 2015. Prior to this, he earned a Master's degree in Public Health, with an emphasis on epidemiology, from the Instituto Nacional de Salud Pública. Additionally, he holds a Bachelor's degree in Medicine from the Universidad Autónoma de Nuevo León.

    Presently, Dr. Reyna serves as a professor-researcher in the Health Sciences Division at the Universidad Autónoma del Estado de Quintana Roo, where he leads the academic group "Healthcare, Communication, and Education" (CA-ACES). Through collaborative efforts both internally and within national and international networks, this group has contributed to the publication of various scholarly articles and books, as well as outreach materials.

    Dr. Reyna has been a member of the National System of Researchers (SNI) since 2017, currently holding the SNI Level I designation. Furthermore, he holds the esteemed title of Honorary Researcher within the State Researchers System of the Quintana Roo Council of Science and Technology. His extensive experience and unwavering commitment to scientific dissemination render him a distinguished authority in his field.

  • Marisol Campos Rivera, , Departamento de Ciencias Médicas, División de Ciencias de la Salud, Universidad Autónoma del Estado de Quintana Roo, México,

    She holds a Bachelor's degree in Psychology from the Universidad Autónoma del Estado de Morelos (UAEM), a Master's degree in Public Health with a concentration in Social and Behavioral Sciences from the Instituto Nacional de Salud Pública (INSP), and a Ph.D. in Psychology with a research focus on Community, Environment, and Well-being from UAEM. She is a member of Mexico's National System of Researchers at the candidacy level.

    Since 2017, she has been a Research Professor affiliated with the Health Sciences Division at the Universidad Autónoma del Estado de Quintana Roo. Her research interests encompass topics related to Primary Care and Health Promotion, self-care, community, psychosocial processes, and well-being. Additionally, she is a member of the Academic Group for Health Care, Communication, and Education.

  • Gustavo René García Vargas, , Departamento de Ciencias Médicas, División de Ciencias de la Salud, Universidad Autónoma del Estado de Quintana Roo, México,

    Dr. Gustavo R. GARCIA-VARGAS holds a PhD in psychology with an emphasis
    on functional analysis in clinical and health contexts. The line of research includes
    health functional analysis, attitudes evaluation and persuasion, behavioral
    economics, the intention-behavior relation, predicting general activity patterns
    & predicting and changing health risk behaviors. He has over than 20 journal
    articles published in international indexes, 4 international book chapters and other
    national and international papers submitted to international meetings.

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Published

2024-11-27

Issue

Vol. 15 No. 2 (2024)

Section

Originals

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How to Cite

Narrative analysis of audience engagement towards health campaigns on Facebook. (2024). Revista Española De Comunicación En Salud , 15(2), 26-39. https://doi.org/10.20318/recs.2024.8143