Document Type : Research Paper
Author
Associate Professor, Department of Communication, Soore International University, Tehran, Iran
Abstract
This research seeks to identify the functions and challenges of Instagram usage in the healthcare sector, as viewed by academic elites and experts. The research approach is qualitative in nature, and thematic analysis is used to process the data collected through semi-structured interviews. King’s coding (1998) is applied for data analysis. For this study, academic elites in the fields of health communication and information technology were chosen as participants. The criteria for selecting academic elites involved a minimum of a 10-year teaching or research experience in the areas of new media and health communication. Health specialists such as doctors or healthcare professionals using Instagram professionally in their specialized activities were also included in the study. The research employed a purposive sampling method and conducted 20 interviews. The findings demonstrated that the applications of Instagram in promoting users' health encompass increasing individuals' health literacy, providing information about diseases and medication side effects and advantages, accessing medical and health-related content, and facilitating online consultations and communication between doctors and patients. The negative effects of Instagram usage in the healthcare sector encompass issues such as addiction to Instagram, the spread of misinformation and fake news, promotion of self-medication which discourages doctor consultations, resistance to medical advice, potential for increased mental health issues, and excessive reliance on health and medical content, which may not necessarily be accurate. Participants expressed belief that monitoring and creating reliable pages in the field of medicine and health, furnishing reliable information and content on health matters, guiding individuals, building trust, and ensuring efficient access to Instagram can potentially contribute to establishing Instagram as a reliable reference in the healthcare sector.
Extended Abstract:
With the growing popularity of Instagram and its increasing presence in people's daily lives, users of the platform are increasingly recognizing its potential for enhancing their health and well-being. This study aims to identify and evaluate how Instagram impacts the health of Iranian users.
Materials and Methods:
This research adopts a qualitative approach and utilizes Theme analysis. Semi-structured interviews were employed to gather information, with King (1998) coding applied for data processing. The selected participants for this study are academic elites in the field of health communication and health professionals.
Discussion and Results:
The findings indicate that Instagram can be used to improve the health of its users. It can increase individuals' knowledge and awareness in the field of health, provide information about diseases and the side effects and benefits of medications, and provide access to medical and health-related materials. Instagram can also facilitate online communication and consultation between doctors and patients, contributing to improved health and well-being. The negative aspects of utilizing Instagram in the healthcare sector are also acknowledged. Addiction and excessive dependence on health content can occur, potentially leading to addiction and unhealthy behavior. False information and unreliable information can create confusion and ambiguity in decision-making regarding health. Self-medication and neglecting medical visits can occur when individuals over-rely on health content online. Resistance to medical advice, mental and emotional problems, and ambiguity in health decisions may arise as a result of unfounded trust in health-related content.
Participants emphasize the importance of managing and creating reliable pages in the field of medicine and health. Reliable health information and content, with expert guidance and accurate information, contribute to creating reliable sources within Instagram. Establishing trust and facilitating quick access to Instagram can elevate the platform's status in the healthcare sector, making it a valuable reference. In the realm of network health, social networks' technical and structural capabilities highlight their ability to significantly impact the health of users and society at large. This is because Instagram's features make users increasingly drawn to it, particularly its 24/7 availability and access to the latest updates on medical and health information. Additionally, the interaction between doctors and patients adds to the platform's appeal. One of the primary motives driving users towards Instagram is their interest in health-related topics.
Instagram's role in the healthcare system enhances user management, especially in pre-surgery preparation, surgery, and recovery periods. The aesthetic appeal and unique features of Instagram, including video creation and image sharing, are particularly effective for documenting and illustrating medical concerns, making the platform appealing to health-conscious users. The benefits of Instagram for users' health are manifold. It serves as an accessible source of health information and education, delivering news and health-related content at minimal cost. Instagram's diverse functions for user health include promoting health and health education, facilitating news in the health sector, providing health treatment resources, facilitating online health consultations, fostering a culture of attention to overall wellness (mental, social, and spiritual health), encouraging adherence to health guidelines and treatment plans, mobilizing support networks, and fostering partnerships in the healthcare field.
The impact of misusing Instagram by users, particularly in regards to control of the medical conditions, carries both positive and negative consequences. While it offers free, extensive visibility and engagement opportunities for healthcare providers like doctors, doctors, clinics and hospitals, as well as promoting healthful behaviors, the dissemination of false and unsubstantiated health information poses risks. This can lead to self-medication of users and neglecting doctor's advice, fostering addiction to Instagram, and consequently causing serious mental, physical, and social disorders and severe mental health issues. This research highlights an overlooked aspect - the emergence of Instagram as a platform where counterfeit drugs and false prescriptions are offered, effectively functioning as an online black market. The findings highlight the significance of trust in promoting Instagram as a reliable source of health information for users. Trust has emerged as a critical factor in Instagram's credibility, particularly when considering the potential risks associated with fake content and false health promotions.
Conclusions:
Trust is built by offering accurate and informative content, while minimizing political bias. Additionally, the information must be engaging to capture the user's attention. This involves monitoring popular health-related pages and their information dissemination. The goal is to prevent any negative consequences for the healthcare system caused by misleading content. Content producers in this field should possess expertise in both the realm of health and the virtual space, with a deep understanding of health journalism. Utilizing well-known figures in the healthcare industry can help attract and retain followers. Previous research in this area demonstrates a practical approach to leveraging Instagram as a tool for health promotion. The concept of Instagram referencing can be effectively utilized to enhance the health system, as stated by Khojir (1402). Proper understanding of Instagram's capabilities and limitations is crucial to maximizing its positive impact and promoting improvements in the health sector. The study findings indicate that strengthening the authority of social networks, particularly Instagram, can significantly contribute to improving the healthcare system as a whole.
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