327511
When advocacy obscures accuracy online: Innovative social health communication strategies to combat digital pandemics of misinformation
Emerging media technologies are changing health communication strategies and information spread. The field of public health, tasked with controlling global disease epidemics, is now up against what have been dubbed “digital pandemics:” the far-reaching rapid spread of scientifically inaccurate and unrestricted health information across the Internet through social networks.
(2) objective/purpose
In an anti-fluoridation case study, we explored digital pandemics and the social spread of scientifically inaccurate health information across the Web, and we considered the potential health effects.
(3) methods
Using social platforms and the open source data extraction applications, we analyzed the connectedness of 12,534 anti-fluoride network members as a measure of influence, the social diffusion of information based on 480 conversations about a sample scientific publication as a measure of spread, and 4500 user engagements and corresponding sentiments about the publication as a measure of attitudes and behaviors.
(4) results
Our study sample was significantly more connected than was the social networking site overall (P < .001), indicating high influence. Social diffusion was evident; members of the anti-fluoride network frequently shared and cited scientific studies to back their arguments. However, in 60% of conversations, the actual study cited was buried two or three links away from the online discussion, or was not reachable at all 12% of the time, increasing the risk of bias or misrepresentation of the evidence. Users had a 1 in 2 chance of encountering negative and non-empirical content about fluoride unrelated to the sample publication.
(5) discussion/conclusions
The study’s findings support the theory that highly connected social networks, and not science or evidence, are driving digital pandemics of health information on openly accessible Internet sites. Network sociology may be as influential as the information content and scientific validity of a particular health topic discussed across social media. Public health must employ novel social strategies for improved communication management.
Learning Areas:
Communication and informaticsPlanning of health education strategies, interventions, and programs
Social and behavioral sciences
Learning Objectives:
Describe current statistics for Internet and social media use for health, and how current Internet practices may influence health decision-making in the United States
Assess the role that online social networks and advocacy groups play in creating, spreading, and reinforcing misinformation; explain why the sociology of these networks may be just as influential in shaping public attitudes and behaviors around health issues (vaccines, fluoridation, etc.) as expertly disseminated scientifically valid information
Design innovative social health communication strategies that deviate from more traditional broadcast diffusion methods and instead incorporate digital social network analysis, social diffusion potential, and the trend of user-created content
Keyword(s): Communication Technology, Social Media
Qualified on the content I am responsible for because: I led the design, implementation, and analysis of
the related study and provided guidance and oversight for all
phases of the study, including lead authorship of the article
and all supplemental material. I lead the Harvard Global Health and Social Media initiative, which provided the foundation for this study and abstract submission.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.