Date of Award


Document Type


Degree Name

Master of Arts (MA)

School Name

School of Communication



Major Advisor

Dr. Gail Henson

Second Advisor

Dr. Shawn Apostel

Third Advisor

Dr. Thomas R. Wójcicki


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.