Social media for health promotion: A visual analysis of “TB Proof” South Africa’s Facebook page

Acha-Anyi, Asongu and Acha-Anyi, Paul and Asongu, Simplice and Tchamyou, Vanessa (2020): Social media for health promotion: A visual analysis of “TB Proof” South Africa’s Facebook page. Published in: Technology in Society , Vol. 63, No. November (November 2020): p. 101386.

Abstract

Health promotion is an educational tool that can be used to educate and create awareness of health issues through various media forms. The purpose of this study was to explore the use of social media (TB Proof South Africa‘s Facebook page) in creating tuberculosis (TB) awareness. A qualitative case study approach was used to collect data from TB Proof South Africa‘s Facebook page. An in-depth visual analysis of TB Proof South Africa’s Facebook page was carried out over a five-month period (from 1 February to 30 June 2017). The analysis of TB Proof South Africa‘s Facebook page was conducted in order to determine the use of social media for health promotion. Such a comprehensive analysis was aimed at determining if the visuals on this page create awareness on TB as an illness. Common themes were identified including, TB medication, TB patients and healthcare workers raising awareness on TB. The findings have potential implications for health promotion efforts using social media.

• Item Type: MPRA Paper
• Language: English
• Keywords: Health promotion, social media, facebook, tuberculosis (TB), health communication, TB Proof South Africa
• Subjects: I - Health, Education, and Welfare > I0 - General > I00 - General; L - Industrial Organization > L9 - Industry Studies: Transportation and Utilities > L96 - Telecommunications; O - Economic Development, Innovation, Technological Change, and Growth > O5 - Economywide Country Studies > O55 - Africa

References

[1] X, Ai,K, Men,L,Guo, T, Zhang, Y, Zhao, X, Sun, H, Zhang, G, He, J.M, Van Der, Welf, S, Van Den Hof, Factors associated with low cure rate of tuberculosis in remote poor areas of Shaanxi Province, China: A case control study,BioMed Public Health 201010(112).

[2] K, Abney,Whoever said a little dirt doesn‘t hurt? Explaining tuberculosis (TB)-related stigma in Khayelitsha, Cape Town,Doctoralthesis: University of Cape Town, 2011.

[3] K, Abramson, B, Keefe, WY, Chou, Communicating about breast cancer through Facebook: a qualitative analysis of a breast cancer awareness page. Journal of Health Communication20 (2) (2015) 237–243.

[4] A.A, Adane, K.A,Alene, D.N, Koye, B.M, Zeleke, Non-adherence to Anti tuberculosis treatment and determinant factors among patients with tuberculosis in North West Ethiopia. Plos One8(11) (2013) e78791

[5] C, Anderson, The impact of social media on lodging performance. Cornell Hospitality Report 12(15) (2012)6-11.

[6] E.J, Apatu, M, Alperin, K.R, Miner, D Wiljer, A drive through web 2.0: An exploration of driving safety promotion on Facebook. Health Promotion Practice14(1) (2013) 88–95.

[7] S.A, Asongu, J.I, Uduji, E.N, Okolo-Obasi, Homicide and social media: Global empirical evidence. Technology in Society 59 (2019b) 101188.

[8] S.A, Asongu, N.M Odhiambo, Governance and social media in African countries: An empirical investigation, Telecommunications Policy,43 (5) (2019b) 411-425.

[9] S.M, Barnard, The identification of criteria for the optimal use of Facebook pages for marketing purpose in South Africa: An exploratory study. Masters dissertation. Pretoria: University of South Africa, 2015.

[10] V, Braun, V, Clarke, Using thematic analysis in psychology. Qualitative Research in Psychology 3 (2) (2006) 77–101.

[11] J.D.S, Caliari, R.M.D Figueiredo, Perfil de pacientes com tuberculoseinternadosem hospital especializado no Brasil. RevistaPanamericana de Infectología, 9(4) (2007) 30–5.

[12] Center for Disease Control and Prevention, (2016) https://www.cdc.gov/.

[13] W.S, Chou, A, Prestin, C, Lyon, K.Y, Wenk,,Web 2.0 health promotion: reviewing the current evidence AM. J. Public Health. 103 (2013) 9-18.

[14] V.N, Claudette, The perception of social media as a promotional mix element in star-graded accommodation establishments in the Western Cape province of South Africa. Masters dissertation. Pretoria: University of South Africa, 2014

[15] J.A, Cramer, A, Roy, A, Burrel, C.J, Fairchild, M.J, Fuldeore, D.A Ollendorf, P.K Wong, Medication compliance and persistence: Terminology and definitions. International Society for Pharmacoeconomics and Outcomes Research (2008)44–47.

[16] Doctors without Borders 2012, cdn.doctorswithoutborders.org/sites/usa/files/.../msf_usa_annual_report

[17] Facebook, 2020, http://www.newsroom.fb.com/company-info.

[18] A.D, Farmer, C.E Bruckner, Holt, M.J, Cook, S.D, Hearing, SD, Social networking sites: A novel portal for communication. Postgraduate Medical Journal, 85 (2009) 455–459.

[19] S, Fox, Medicine 2.0 peer health care. In Report: Health, Social Networking. 2011, http//www.pewinternet.org/reports/2011/medicine-2.0aspx.

[20] V.A, Gerace, A quantitative investigation of the effectiveness of social media in delivering a tuberculosis health communication campaign to millennial college students, 2014

[21] D.M, Gibbs, R.L, Goodall, V, Giacomet, A, McGee, A, Compagnucci, H, Lyall, Adherence to prescribed antiretroviral therapy in human immunodeficiency virus-infected children in the PENDA 5 trial, Paediatric Infectious DiseaseJournal 2(1) (2003) 56–62

[22] E, Govender, L, Dyll-Myklebust, R, Delate, N, Sundar, N, Social networks as a platform to discuss sexual networks: InterSEXions and Facebook as catalysts for behaviour change. African Communication Research6 (1) (2013) 65–88.

[23] A, Gupta,M, Tyagi, D, Sharma, Use of social media marketing in healthcare. Journal of Health Management,15(2) (2013) 293–302.

[24] J.R, Hargreaves, D, Boccia, C.A, Evans, M, Adato, M, Petticrew, J.D.H, Porter, JDH, The Social Determinants of Tuberculosis: From Evidence to Action. American Journal of Public Health 101 (4) (2011) 654–62.

[25] J.K, Harris, N.L, Mueller, B.A, Snider, D, Haire-Joshu, Preventing chronic disease: Public Health Research, Practice and Policy 10(2) (2013) 1–10.

[26] H.U, Hongyan, C, Jiaying, D, Kaori, W.U, Sato, Yang, Zhou, Huijiang, Pingbo, Hong Wang, Factors that associated with TB patient admission rate and TB inpatient services cost: A cross-sectional study in China. BioMed Central.2016

[27] A.E, Horace, J, Akbarian-Tefagh, Disguising the taste of antiretrovirals for pediatric patients infected with Human Immunodeficiency Virus/Acquired Immunodeficiency Syndrome: creative flavor compounding and techniques, part 1, International Journal of Pharmaceutical Compounding, 17(5) (2013) 388–391.

[28] K, Jones, K.A, Baldwin, P.R, Lewis, PR, The potential influence of a social media intervention on risky sexual behaviour and Chlamydia incidence. Journal of Community Health Nursing,29(2) (2012)106–120.

[29] A, Kagee, Treatment adherence in South African primary healthcare, 2005

[30] H, Korda, Z, Itani,Harnessing social media for health promotion and behaviour change. Health Promotion Practice, 42 (2013) 1–9.

[31] B.L, Neiger,R, Thackeray, S.A, Van Wagenen, C.L, Hanson, J.H. West, M.D, Barnes, Use of social media in health communication: Purposes, key performance indicators, and evaluation metrics. Health Promotion Practice, 13(2) (2012) 159–164.

[32] C.D, Norman, Social media and health promotion. Global Health Promotion19(4) (2012) 3–6.

[33] H.S, Schaaf, A, Mandalakas, E, Chiapini, A, Zumla, B.J Marais, Preventing the spread of multi-drug resistant tuberculosis and protecting contacts of infectious cases. Clinical Microbiology and Infection23(3) (2017)147–153.

[34] R, Schein, K Wilson, J, Keelan, Literature review on the effectiveness of the use of social media. Peel Public Health. Brampton: Region Peel, 2010

[35] S, Sharma, R, Killan, F.H Leung, FH, Health 2.0. Lessons learned: social networking with patients for health promotion. Journal of Primary Care and Community Health 5 (3) (2014) 208–210.

[36] J, Sixsmith, P, Doyle, M, D‘Eath, M.M, Barry, MM, Health communication and its role in the prevention and control of communicable diseases in Europe. Current evidence, practice and future developments.Stockholm, 2014.

[37] South African Department of Health, The draft national infection prevention and control guidelines for TB, MDRTB and XDRTB. Government Printers: Pretoria, 2016.

[38] J.T, Sukumani, Experiences of family members caring for tuberculosis patients at home at Vhembe district of the Limpopo Province‘, Curationis35(1) (2012) 54–58.

[39] TB Proof South Africa, 2019 http://www.Facebook.com/TBproof/.

[40] S, Tadesse, Stigma against tuberculosis patients in Addis Ababa, Ethiopia. PLoSOne11(4) (2016) e0152900.

[41] H, Uttenhout, The use and effect of social media in health communication about common head lice. Master‘s dissertation. Twente: University of Twente, 2012.

[42] G, Van Cutsem, P, Isaakidis, J Farley, E, Nardell, G, Volcheenkov, H, Cox, Infection control for drug-resistant tuberculosis: Early diagnosis and treatment is the key. Clinical Infectious Diseases62(3) (2016) S234–243.

[43] P, Woolley, M Peterson, M, Efficacy of a health-related Facebook social network site on health seeking behaviours. Social Marketing Quarterly, 18(18) (2012) 29-39.

[44]World Health Organisation. 2015. http://www.who.int/tb/publications/global_report/en.Accessed 16 May 2019.

[45] World Health Organisation, Global Tuberculosis Report, 2016

[46] World Health Organisation, Global Tuberculosis Report, 2020.

[47] Y, Zhang, D, He, Y Sang. Y, Facebook as a platform for health information and communication: a case study of a diabetes group. Journal of Health Communication 37 (3) (2013) 9942.

[48] RK, Yin, Case study research and applications. Design and methods.Sage Publication, 2018.

[49] T, Hellin, T, The physician-patient relationship: recent developments and changes. Haemophilia 8 (2002) 450–456.

[50] Y.S.M Wong, A, Lee, Communication skills and doctor patient relationship. Medical Bulletin 11(3) (2006) 7–9.

[51] I, Baussano, P, Nunn, B, Williams, E, Pivetta, M, Bugiani, F, Scano, F, Tuberculosis among healthcare workers. Emerging Infectious Disease 17(3) (2011) 488–494.

[52] L, Alegria, L, Margarita, Polo, L, Antonio, Gao, L, Shan, L, Santana, L, Luz, Rothstein, L, Dan Jimenez, L, Aida, Normand, L, Sharon-Lise, Evaluation of a patient activation and empowerment intervention in mental healthcare. Medical Care46(3) (2008) 247–256.

[53] C.S, Bruggers, R.A, Altizer, R.R, Kessler, C.B, Caldwell, K, Coppersmith, L, Warner, G, Bulaj, Patient-empowerment interactive technologies. Science Translational Medicine 4(152) (2012) Ps16.

[54] E, Baumer, F, Polletta, Developing Computational Supports for Frame Reflection. In Proc. iConference 2013.

[55] S, Chen, L, Lin, X, Yuan, Social Media Visual Analytics. 36 (2017) 3 STAR – State of The Art Report

[56] J, TANG , J, SUN, C, WANG, Z, YANG Z, Social influence analysis in large-scale networks. In Proceedings of the 15th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD (9) (2009) 807–816.

[57] L, Hemphill, A, Culotta, M, Heston, Framing in Social Media: How the U.S. Congress uses Twitter hashtags to frame political issues 2013

[58] R.M, Entman,Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43 (4) (1993) 51–58.

[59] S A. Asongu, N. M. Odhiambo, Social Media and inclusive Development in Africa, Information Development (2020), DOI: 10.1177/0266666920920342.

[60] S A. Asongu, N. M. Odhiambo, Tourism and Social Media in the World: An Empirical Investigation, Journal of Economic Studies, 46(7), (2019) 1319-1331.