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首页> 外文期刊>International Journal of Environmental Research and Public Health >Social Networks’ Engagement During the COVID-19 Pandemic in Spain: Health Media vs. Healthcare Professionals
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Social Networks’ Engagement During the COVID-19 Pandemic in Spain: Health Media vs. Healthcare Professionals

机译：社会网络在西班牙Covid-19大流行期间的参与：健康媒体与医疗保健专业人士

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摘要

An increased use of social networks is one of the most far-reaching consequences of the COVID-19 pandemic. Aside from the traditional media, as the main drivers of social communication in crisis situations, individual profiles have emerged supported by social networks, which have had a similar impact to the more specialized communication media. This is the hypothesis of the research presented, which is focused on health communication and based on a virtual ethnography methodology with the use of social metrics. The aim is to understand the relationship established between the population in general and digital media in particular through the measurement of engagement. In this regard, a comparative study was carried out that describes this phenomenon over a period of six months on three social networks: YouTube, Twitter and Instagram, with a sample composed of specialized health media versus healthcare professionals. The results point to a new communications model that opens up a new space for agents whose content has a degree of engagement comparable to and even exceeding that of digital media specialized in health communication. The conclusions show that the crisis of the pandemic has accelerated the transformation of the communication sector, creating new challenges for the communication industry, media professionals, and higher education institutions related to market demands.
机译：社交网络的使用增加是Covid-19大流行最深远的影响之一。除了传统媒体之外，作为危机情况中的社会沟通的主要驱动因素，社交网络支持的个人资料，对更专业的通信媒体产生了类似的影响。这是呈现的研究的假设，其专注于健康沟通，并根据使用社会指标的虚拟民族图方法。目的是了解一般和数字媒体之间的人口与数字媒体之间建立的关系，特别是通过测量参与。在这方面，进行了比较研究，其中描述了三个社交网络的六个月内的这种现象：Youtube，Twitter和Instagram，其中由专门的健康媒体与医疗保健专业人员组成的样本。结果指出了一个新的通信模型，为其内容具有与专门的数字媒体相比具有相当程度的啮合的代理商的新空间。结论表明，大流行的危机加速了通信部门的转型，为通信行业，媒体专业人士和与市场需求相关的高等教育机构创造了新的挑战。

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