dc.contributor.author | Engebretsen, Martin | |
dc.date.accessioned | 2024-02-06T11:59:47Z | |
dc.date.available | 2024-02-06T11:59:47Z | |
dc.date.created | 2023-06-06T09:42:01Z | |
dc.date.issued | 2023 | |
dc.identifier.citation | Engebretsen, M. (2023). Communicating health advice on social media : A multimodal case study. MedieKultur: Journal of Media and Communication Research, 39(74), 164-184. | en_US |
dc.identifier.issn | 0900-9671 | |
dc.identifier.uri | https://hdl.handle.net/11250/3115895 | |
dc.description.abstract | Social media represent new arenas for health communication. Platforms such as YouTube, Instagram, Snapchat, and TikTok provide unique opportunities for health workers to build understanding, engagement, and trust among a broad and young audience. At the same time, such platforms demand of health workers a careful balance between social closeness and professional distance. The article is based on a case study in which the award-winning Norwegian psychologist Maria Abrahamsen’s practice of health communication on Instagram is studied through the lens of multimodal discourse analysis. Following a bottom-up method, the study starts with a close reading of a single Instagram post, where video and written verbal text interact closely. The entire account is then studied as a complex case of mediated health communication. Conclusively, after a discussion of genre implications, the article suggests possible solutions to key challenges concerning the followers’ engagement and trust. | en_US |
dc.language.iso | eng | en_US |
dc.publisher | Society of Media Researchers In Denmark | en_US |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/deed.no | * |
dc.title | Communicating health advice on social media : A multimodal case study | en_US |
dc.type | Journal article | en_US |
dc.type | Peer reviewed | en_US |
dc.description.version | publishedVersion | en_US |
dc.rights.holder | © 2023 The Author(s) & Journal | en_US |
dc.subject.nsi | VDP::Samfunnsvitenskap: 200::Medievitenskap og journalistikk: 310 | en_US |
dc.source.pagenumber | 164-184 | en_US |
dc.source.volume | 39 | en_US |
dc.source.journal | MedieKultur: Journal of Media and Communication Research | en_US |
dc.source.issue | 74 | en_US |
dc.identifier.doi | https://doi.org/10.7146/mk.v39i74.134085 | |
dc.identifier.cristin | 2152112 | |
dc.relation.project | Universitetet i Agder: 586834 | en_US |
cristin.qualitycode | 1 | |