Evaluating the efficacy of digital media platforms in disseminating public health information: A global review with implications for South Africa.

Abstract

Background:  This study employs a non-empirical review to examine how digital media platforms support public health education and awareness, with specific relevance to the South African context.

Aim:  To explore the use of digital media in disseminating public health information and its implications for improving citizens' awareness and health literacy. Drawing on global evidence, the review highlights relevance for South Africa's digital communication landscape.

Method:  The review followed Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines. A comprehensive search was conducted across databases including Google Scholars, EBSCOhost, PubMed, ScienceDirect, Sabinet, ProQuest, Scopus and MEDLINE. Studies were selected using predefined inclusion and exclusion criteria, resulting in 15 peer-reviewed full text articles published between January 2019 and March 2023. Quality appraisal was conducted using the Joanna Briggs Institute Qualitative Assessment and Review Instrument, and findings were synthesised thematically.

Results:  Findings indicate that digital media use reduces misinformation, strengthens social support networks, enhances the reach and efficiency of health information, and promotes positive health behaviours. Improvements in health knowledge and engagement were observed across diverse populations. However, challenges such as digital literacy gaps, unequal access to digital platforms, and algorithmic bias remain significant concerns.

Conclusion:  Digital media represents a transformative tool for public health communication. When strategically implemented, it enhances awareness, supports behaviour change, and strengthens public engagement with health information.Contribution: The review highlights the importance of collaboration between health professionals and digital communication specialists to optimise digital strategies. It underscores policy imperatives such as improving digital literacy, ensuring equitable access, strengthening regulation of online health information, and fostering public-private partnership to improve health outcomes in South Africa.