Date of Award
12-11-2016
Document Type
Thesis
Degree Name
Master of Arts (MA)
School Name
School of Communication
Department
Communication
Major Advisor
Dr. Gail Henson
Second Advisor
Dr. Shawn Apostel
Third Advisor
Dr. Thomas R. Wójcicki
Abstract
Twitter, a popular social networking platform, offers unique opportunities for sharing and disseminating health-related information to the public. Health campaigns frequently use Twitter to raise awareness and encourage a healthy lifestyle among users. The present study aims to investigate health campaigns’ use of Twitter for promoting strategic health messages and public engagement. Through a content analysis of a sample of national health campaigns’ (Let’s Move!, The Heart Truth, Breast Cancer Awareness & Truth) tweets, the research identifies interactive features and message functions across campaign profiles. This study found that most health campaigns use Twitter as a one-way communication tool. This study further extends the literature on dialogic principles and health communication. The study also discusses the theoretical and practical implications of the results.
Recommended Citation
Gaines, Chasiti, "Let’s Tweet!: A Content Analysis of Health Campaigns’ Usage of Twitter" (2016). Graduate Theses, Dissertations, and Capstones. 114.
https://scholarworks.bellarmine.edu/tdc/114
Included in
Communication Technology and New Media Commons, Health Communication Commons, Public Relations and Advertising Commons, Social Media Commons