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首页> 外文期刊>BMC Public Health >Physical distancing messages targeting youth on the social media accounts of Canadian public health entities and the use of behavioral change techniques
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Physical distancing messages targeting youth on the social media accounts of Canadian public health entities and the use of behavioral change techniques

机译：针对青少年的物理疏远消息在加拿大公共卫生实体的社交媒体账户中以及使用行为改变技术

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Physical distancing (PD) is an important public health strategy to reduce the transmission of COVID-19 and has been promoted by public health authorities through social media. Although youth have a tendency to engage in high-risk behaviors that could facilitate COVID-19 transmission, there is limited research on the characteristics of PD messaging targeting this population on social media platforms with which youth frequently engage. This study examined social media posts created by Canadian public health entities (PHEs) with PD messaging aimed at youth and young adults aged 16–29?years and reported behavioral change techniques (BCTs) used in these posts. A content analysis of all social media posts of Canadian PHEs from Facebook, Twitter, Instagram and YouTube were conducted from April 1st to May 31st, 2020. Posts were classified as either implicitly or explicitly targeting youth and young adults. BCTs in social media posts were identified and classified based on Behavior Change Technique Taxonomy version 1 (BCTTv1). Frequency counts and proportions were used to describe the data. In total, 319 youth-targeted PD posts were identified. Over 43% of the posts originated from Ontario Regional public health units, and 36.4 and 32.6% of them were extracted from Twitter and Facebook, respectively. Only 5.3% of the total posts explicitly targeted youth. Explicit posts were most frequent from federal PHEs and posted on YouTube. Implicit posts elicited more interactions than explicit posts regardless of jurisdiction level or social media format. Three-quarters of the posts contained at least one BCT, with a greater portion of BCTs found within implicit posts (75%) than explicit posts (52.9%). The most common BCTs from explicit posts were instructions on how to perform a behavior (25.0%) and restructuring the social environment (18.8%). There is a need for more PD messaging that explicitly targets youth. BCTs should be used when designing posts to deliver public health messages and social media platforms should be selected depending on the target population.
机译：身体疏远（PD）是减少Covid-19传输的重要公共卫生战略，并通过社交媒体被公共卫生当局推广。虽然青年倾向于从事可以促进Covid-19传播的高风险行为，但对PD消息传递的特点有限的研究，这些人口在社交媒体平台上瞄准青少年经常从事的社交媒体平台。本研究审查了加拿大公共卫生实体（PHE）创建的社交媒体职位，PD消息传递旨在为16-29岁的青年和年轻人进行旨在的青年和年轻人，并报告这些帖子中使用的行为改变技术（BCT）。从Facebook，Twitter，Instagram和YouTube的加拿大手表的所有社交媒体帖子的内容分析从4月1日到5月31日，到2020年5月31日。职位被归类为隐含或明确地定向青年和年轻人。基于行为改变技术的分类版1（BCTTV1）确定了社交媒体帖子中的BCT。使用频率计数和比例来描述数据。总共确定了319个青年目标PD帖子。从Twitter和Facebook中分别从Twitter和Facebook中提取了43％的帖子中起源于安大略省区域公共卫生单位，36.4和32.6％。只有5.3％的职位明确定位青年。明确的帖子来自联邦观察力量，并发布在YouTube上。无论管辖权级别或社交媒体格式如何，隐式帖子都比显式帖子引发了更多的互动。篇的四分之三含有至少一个BCT，在隐式柱（75％）中发现的大部分BCT比显式职位（52.9％）。明确帖子中最常见的BCT是有关如何执行行为（25.0％）并重组社会环境（18.8％）的指示。需要更多的PD消息传递，明确地针对青年。 BCTS应在设计帖子以提供公共卫生时，应根据目标群体选择社交媒体平台。

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