Discussion Post #3: Uses and Gratification Theory
The following information is an easy read and provides a platform for thinking about how individuals/patients/populations access and use online media/channels to access health-related information while exploring the impact on decision-making approaches.
Read through the information provided and proceed with composing YOUR thoughts for the Discussion Post. Additional research is NOT required!
Brief Overview of the Uses and Gratification Theory
Understanding how people acquire and utilize health-related information has long been recognized as important in health communication. As health professionals, it is important to explore and understand why and how people utilize digital health information. The understanding of the practices better equips health professionals with strategies or approaches in communicating and leverages ways that promote health and wellness. Since online health information rapidly supports immediate access to information, whether evidence-based or opinion-based, individuals access social media to obtain information impacting their health-related decisions.
The Uses and Gratification Theory (UGT) suggests that “audience” members actively pursue specific or selective media to satisfy their own needs. Based on your reading, UGT focuses on the “why” and “how” media and channels are used to achieve their own goals . The process for health communication perceives the media user as an active participant that chooses content and makes informed media choices for exposure to information impacting their decisions/actions. It is common for media users to avoid or negate media that is not aligned with their values, attitudes, beliefs, or financial investment decisions.
Think About/Ask Yourself:
Note: You are NOT answering these questions in your discussion post. The questions are presented to encourage health industry professionals to think about their current practices or individual practices associated with accessing health-related information online/media/social media.
*How can the use of media/online information support an individual’s/patient’s inquiry about health-related issues or concerns?
*From a professional perspective, do you encourage individuals/patients to use media/online sources to obtain health-related information and support?
*From a professional perspective, do you encourage individuals/patients to use media/online sources to provide various levels of support in exploring and understanding actions/behaviors needed to achieve their health goals ?
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