This paper analyses young people’s use of digital media for searching and exchanging health information, focusing particularly on the issue of blood donation, transfusion medicine and donation of cord blood. The study is based on: 1) a virtual ethnography of youth communication practices throughout the main social networks and the most visited blogs;2) an online survey performed on a representative sample of 1000 Italian young people between 15 and 25 years old.

Rather than the target of top-down health campaigns, communication on blood donation and related issues is viewed as a social practice that creates and exchanges meanings across youth audiences.

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PCST Network

Public Communication of Science and Technology

 

Tracking health communication across digital media
Youth and blood donation

Giuseppe Pellegrini   Observa Science in Society

Gloria Pravatà   Centro Nazionale Sangue

This paper analyses young people’s use of digital media for searching and exchanging health information, focusing particularly on the issue of blood donation, transfusion medicine and donation of cord blood. The study is based on: 1) a virtual ethnography of youth communication practices throughout the main social networks and the most visited blogs;2) an online survey performed on a representative sample of 1000 Italian young people between 15 and 25 years old.

Rather than the target of top-down health campaigns, communication on blood donation and related issues is viewed as a social practice that creates and exchanges meanings across youth audiences.

A copy of the full paper has not yet been submitted.

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