Christina Zarcadoolas - Leapfrogging: What Social Media Is Doing for Communicative Competence.pptx


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"Leapfrogging: What Social Media Is Doing for Communicative Competence" was presented at the Center for Health Literacy Conference 2011: Plain Talk in Complex Times by Christina Zarcadoolas, PhD, Professor, CUNY School of Public Health at Hunter College.

Description: This presenter will discuss how social media and mobile technologies are helping minorities leapfrog the digital divide and what implications this has for communicating health information and advancing public health literacy.

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  • Also, someinfo about the survey:Ticker surveys 22,877 Americans across the country each month and is not affiliated with any special interest group. The margin of error is +0.7 percent at a 95 percent confidence level. Ticker is a registered trademark of National Research Corp., a publicly traded company (Nasdaq: NRCI) headquartered in Lincoln, Nebraska.
  • 1st--Overall prevalence. Most common form of SM is Myspace/Facebook. We have reason to believe that it has only increased since the survey was administered. Note that the estimates is more conservative than Pew or other market surveys.Next, logistic regression models tells us the profiles of different types of SM users
  • Christina Zarcadoolas - Leapfrogging: What Social Media Is Doing for Communicative Competence.pptx

    1. 1. Leapfrogging: What Social Media Is Doing for Communicative Competence<br />Plain Talk in Complex Times<br />Christina Zarcadoolas, PhD<br />CUNY SPH at Hunter College<br />Sept. 23 2011<br />
    2. 2. Falling Through the Net…the Coming Digital Divide - 1990’s<br />On July 28, 1998, NTIA – report on telephone and computer penetration rates. <br />Finds, there is still a significant "digital divide" based on race, income, and other demographic characteristics in computers in homes.<br /> National Telecommunications and Information Administration<br />
    3. 3. Who had computers at home?<br />
    4. 4. Who was online?<br />
    5. 5. Divide – dis-equity<br />
    6. 6. What a difference a new century makes.<br />
    7. 7. Narrowing Digital Divide<br />National Center for Educational Statistics<br />
    8. 8. Household Broadband Use by Race/Ethnicity<br />Dept of Commerce 2010 Report<br />(Slide courtesy of Vish Viswanath)<br />
    9. 9. Technology is ever more powerful <br />It’s growing EXPONENTIALLY – iPhone 1,2,3….<br />Technology is crowd- sourced<br />It gets cheaper - Hard drive was $3400 - now $100 ( 10 megabyte)<br />It gets more personally “relevant” – we can “quantify ourselves” : Fit Bit ; deCodeMe <br />It’s in the common discourse and media –People Talk About it - IBMs WATSON beats humans on Jeopardy<br />
    10. 10. Technology growth<br />Exponential - iPhone 1, 2, 3,4<br />20,000 different apps for the iPhone today<br />You can pee on an S chip or check blood glucose via mobile device<br />Yes – there’s an app for that. <br />(See - TED talk - David Kraft, June 2011)<br />
    11. 11. Web 2.0 Crowd Sourcing <br />
    12. 12. Texting<br />75% of teens have cell phones(up 45%/2004)<br />They send 50 - 100 text messages a day <br />Nearly three quarters (73%) of online teens and an equal number (72%) of young adults use social network sites.<br />
    13. 13. Youth Media Diet – 12 hours<br />Source: 2009 Alloy College Explorer<br />
    14. 14. Broad Band Use (2010) <br />69%of African Americans and 58 % of Hispanics now regularly use the Internet, compared with 79%of whites.<br />Rate of broadband adoption in African American homes has risen to 59%from the 46 percent.<br />(Joint Commission for Political and Economic Studies, 2/25/10 National Minority Broadband Adoption: Comparative Trends in Adoption, Acceptance and Use, Joint Center's website at (<br />
    15. 15. African-Americans and Hispanics leading the charge in growth of mobile.<br />46 % of non-Hispanic blacks and 51% of English-speaking Hispanics use their phones for internet access, compared with 33% of non-Hispanic white Americans. (poll not in Spanish language)<br />“This is my laptop”<br /><br /><br />
    16. 16. Minorities have equal or greater usage on most major social media platforms<br />PEW Internet and American Life Project 2010 data<br />
    17. 17. The communication technology revolution: rethinking health literacy<br />Web 2.0<br />Informatics<br />eHealth<br />
    18. 18. eHealth<br />An emerging concept known as "eHealth" seeks to capitalize on the promise of new media technologies to facilitate equal access to timely and credible health information. <br />
    19. 19. Web 2.0 communication: key measures<br />Internet penetration(~69-75% adults1, 2) <br />Broadband adoption(~66%2) <br />Mobile technologies (~82% 2) <br />Social networking participation (23% of Internet users1)<br />Health information seeking online (80% of Internet users2)<br />Health-related Internet use3<br />1 Chou, WS et al. 2009. Social Media Use in the US: Implications for health communication, JMIR, 1(4): e48.<br />2 Pew Internet and American Life Project<br />3 Chou, WS et al. 2011. Health-related Internet Use among Cancer Survivors: Data from Health Information National Trends Survey, 2003-2008. J Cancer Survivorship. <br />
    20. 20. College Grad/Post Grad<br />No High School Degree<br />Some College<br />High School/GED<br />Lower Use with Less Education<br />Requested password<br />N=14,102<br />College Grad/Post Grad<br />High School/ GED<br />No High School Degree<br />Some College<br />Logged on<br />N=5671<br />
    21. 21. Internet for health purposes<br />Internet as 1st source of health information<br />Emailing Providers<br />Online Rx purchase<br />Support group participation<br />Chou, WS et al. 2011. Health-related Internet Use among Cancer Survivors: Data from Health Information National Trends Survey, 2003-2008. J Cancer Survivorship. <br />
    22. 22. Use of social media for health information<br /><ul><li>National Research Corp. survey: 1 in 5 Americans use social media websites as a source of health care information; 94% respondents reported having using social media to gather health information.
    23. 23. Facebook as 1st choice (94%) and YouTube second (32%).</li></ul><br />
    24. 24. Social media use among Internet users in 2008 <br />(69% of US adult population)<br />
    25. 25. 250 million > users on facebook worldwide<br />
    26. 26. There’s an app for that!<br />Users are driving the need for us to develop more usable ( readable/navigable/efficient/entertaining) health communication tools<br />
    27. 27. What app?<br />
    28. 28. Exercise, Nutrition, Smoking Cessation<br />
    29. 29. Online blogging <br />
    30. 30. Find my iPhone<br />
    31. 31. Empowering Communities with Direct Access to Health Data: Patient use of Electronic Medical Records <br />Christina Zarcadoolas, PhD, Wendy Vaughon, MPH<br />With Sara J. Czaja, PhD, <br />Maxine L. Rockoff, PhD, Joslyn Levy MPA<br />NIH R21 1 R21 CA133487-01A2<br />
    32. 32.
    33. 33. Common Themes Across Groups (a) <br />Consumers unanimously very interested in patient accessible EMRs although most didn’t have access to one. <br />Physical access to technology not a primary barrier. <br />Many participants accessed the internet wirelessly using mobile technology.<br />“This is my laptop.”<br />High interest in lab/test results, but reviewing results, posed unusually high reading and numeracy demands<br />“If I could read it and understand it [I would use it] … I can’t understand it.”<br />
    34. 34. Common Themes Across Groups (b) <br />Want health education specific to their condition in their records<br />Want ‘just-in-time’ links to sources that use understandable language.<br />“Web MD … that thing is so hard … it doesn’t really break it down where the average person can understand … some of the translation is in doctor terms … the average person that’s looking at it gets lost.”<br />33<br />
    35. 35. Common Themes Across Groups (c)<br />Access empowers<br /><ul><li>“Information is power.”
    36. 36. “It all boils down to the same thing … a lot of people don’t take charge of their health because they don’t … remember to take care of themselves and a lot of times they don’t even know at what age they should be checking for what things.”</li></ul>34<br />
    37. 37. Categories of Barriers<br />User Characteristics:<br />Linguistic/reading<br />Confidence<br />Navigation<br />Active reasoning - cognitive demands<br />Patient Portal:<br />Readability<br />Strategic repetition <br />Design <br />Navigability<br />
    38. 38. Portal Example - Symbols<br />36<br />
    39. 39. Patient Portal - Numeracy<br />
    40. 40. Categories of Opportunities<br />Target audience likes and uses social media tools – <br />Usable layouts<br />Easy navigation tools <br />Short, sound byte language <br />Mouseovers – the define and explain content<br />Wikis<br />Google searches <br />Voice overs<br />Streaming video <br />Etc. <br />
    41. 41. Using social media – what is it teaching people? <br />Immediacy <br />Crowdsourcing<br />Community <br />Empowerment<br />Leapfrogging over cumbersome vocabulary and syntax<br />
    42. 42. Approach to Communication<br />Use health literacy principles to develop content.<br />Use human factors engineering and user-centered design.<br />Use communication modalities and tools people are using in their daily lives. <br />Strive for shared decision making & empowerment<br />
    43. 43. A Paradigm Shift<br />
    44. 44. Past 20 years we’ve focused on identifying what people CAN’T DO<br />It’s time to focus on identifying what people CAN and ARE doing;<br />To Achieve -<br />Virtuous <br />Honest <br />Inclusive Health Literacy <br />