Interpersonal, Organizational, and Mediated Messages
Edited By Stuart L. Esrock, Kandi L. Walker and Joy L. Hart
13 Antismoking Videos on a User-Created Content (UCC) Website: A Comparative Analysis of Persuasive Attributes Hyunmin Lee and Youjin Choi
The increasing popularity of social media is drawing keen interest among health communication researchers. This new form of media empowers end-users (i.e., consumers and/or receivers of health media message content) to express their points of view and strives for more interactivity than traditional media (Edgerton, 2007). Such participatory aspects allow health information to be more patient-centered and increase perception of social support, which may contribute to improving health outcomes and reducing health inequalities over the long term (Chou, Hunt, Beckjord, Moser, & Hesse, 2009). Therefore, due to the potential of interactive and participative formats, health communication researchers and practitioners have increasingly paid attention to online media as an effective outlet for promoting discourses and facilitating the adoption of preventive lifestyles (Neuhauser & Kreps, 2003; Stout, Villegas, & Kim, 2001).
User-created content (UCC), a form of interactive social media, refers to various kinds of publicly available media materials generated by nonprofessional producers. YouTube, the most popular UCC site, boasts 2 billion video clips that are viewed each day and it is growing rapidly; every minute, 24 hours of video is uploaded to YouTube (Buskirk, 2010).
While both for-profit and nonprofit sectors are testing the effectiveness of video posting and sharing on YouTube to advocate their social (or commercial) positions (Freeman & Chapman, 2007), relatively little research has attempted to examine what health messages actually appear on UCC websites. In one examina- ← 202 | 203 → tion of health messages on UCC websites, Freeman and Chapman (2007) found that prosmoking...
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.