Using a Gender Analysis Framework to Explore the Role of Social Media in Health Education for Teens

Social media is a daily part of teen life. Two-thirds (68%) of teens text every day and, half (51%) visit social networking sites daily.  However, social media usage is not gender neutral. Girls continue to be the heaviest users of social media sites, compared with teen boys. [1] Although the popularity and frequency of social media use among teens has increased; the use of social media to creatively facilitate the application of health knowledge is less common. Additionally, gaps exist in the understanding of the role of gender in social media based health promotion.  The Philadelphia Ujima Coalition for a Healthier Community employs a gender integrated health promotion intervention and social media reinforcement activities with high schools students. The purpose of this research was to use a gender analysis framework to assess understanding of the role of gender in using social media to promote and disseminate health information to teens. Methods: The gender analysis included youth recruited from Ujima’s partnership schools and social media internship program. A social media usability survey was implemented with 115 youth (13-18 years old) to assess sex/gender differences. Focus groups were conducted with 30 students to learn how social media can support learning and sharing of health information. Social media reinforcement activities and learning tools with 94 intervention participants were assessed. Results: While most (95%) teens commonly use social media there are distinct similarities and differences in how teen girls and boys perceive the role of social media in health. We identified differences in perceptions of health and recommendations for teen involvement in social media based health promotion and increased dialogued on social networking sites around the role of gender on health behaviors.  Conclusion:Gender analysis shaped the design we used to assess the role of social media and health promotion. Social media enable the facilitation of sharing of health information and resources between individuals, organizations, and communities. Lessons learned were identified to enhance assessment and inclusion of gender in youth health promotion programming that uses social media. This can result in more effective and tailored health programming to educate and promote better outcomes for teens

[1] Pew Internet and American Life Project. Teen and Social Media Use: Available at http://www.pewinternet.org/Reports/2013/Teens-Social-Media-And-Privacy/Main-Report/Part-1.aspx Accessed on January 2, 2014