对2019冠状病毒病期间津巴布韦卫生营销的批判性审查

IF 1 4区 文学 Q3 COMMUNICATION
Shupikai Kembo, C. Bothma
{"title":"对2019冠状病毒病期间津巴布韦卫生营销的批判性审查","authors":"Shupikai Kembo, C. Bothma","doi":"10.1386/jams_00094_1","DOIUrl":null,"url":null,"abstract":"The coronavirus befell the world in late 2019 resulting in the World Health Organisation declaring a global pandemic in March 2020. As governments and health authorities around the world struggled to control the pandemic, key components of their efforts include the publicizing of their services, informing citizens of good hygiene practices, keeping the nation informed of the spread of the virus and generally keeping citizens in a positive and focused frame of mind. These efforts fall within the definition of health marketing which applies marketing principles and theories combined with health strategies to promote people’s health. These efforts also draw on both traditional and new digital channels, including online and social media, to carry across the health-marketing message to citizens. Zimbabwe is no different. The Ministry of Health and Child Care in Zimbabwe is the public authority responsible for healthcare in the country. This study reviews the three main digital channels used by the Ministry to communicate with Zimbabwean citizens, namely, their website, Facebook and Twitter. The review involves a longitudinal dissection of the communications shared across these three channels for the period from May to August 2020 and uses both content and thematic analysis to understand and critique the health communications being put out by the Ministry to its citizens. The review also takes into consideration the public comments on these communications to present a critical review of the effectiveness of these communications from a health-marketing perspective. The findings provide useful insight into the positive aspects and shortcomings of these communications and contribute to a conceptual framework for managing health-marketing communications in a time of crisis.","PeriodicalId":43702,"journal":{"name":"Journal of African Media Studies","volume":"38 1","pages":""},"PeriodicalIF":1.0000,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"A critical review of health marketing in Zimbabwe during COVID-19\",\"authors\":\"Shupikai Kembo, C. Bothma\",\"doi\":\"10.1386/jams_00094_1\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The coronavirus befell the world in late 2019 resulting in the World Health Organisation declaring a global pandemic in March 2020. As governments and health authorities around the world struggled to control the pandemic, key components of their efforts include the publicizing of their services, informing citizens of good hygiene practices, keeping the nation informed of the spread of the virus and generally keeping citizens in a positive and focused frame of mind. These efforts fall within the definition of health marketing which applies marketing principles and theories combined with health strategies to promote people’s health. These efforts also draw on both traditional and new digital channels, including online and social media, to carry across the health-marketing message to citizens. Zimbabwe is no different. The Ministry of Health and Child Care in Zimbabwe is the public authority responsible for healthcare in the country. This study reviews the three main digital channels used by the Ministry to communicate with Zimbabwean citizens, namely, their website, Facebook and Twitter. The review involves a longitudinal dissection of the communications shared across these three channels for the period from May to August 2020 and uses both content and thematic analysis to understand and critique the health communications being put out by the Ministry to its citizens. The review also takes into consideration the public comments on these communications to present a critical review of the effectiveness of these communications from a health-marketing perspective. The findings provide useful insight into the positive aspects and shortcomings of these communications and contribute to a conceptual framework for managing health-marketing communications in a time of crisis.\",\"PeriodicalId\":43702,\"journal\":{\"name\":\"Journal of African Media Studies\",\"volume\":\"38 1\",\"pages\":\"\"},\"PeriodicalIF\":1.0000,\"publicationDate\":\"2023-03-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of African Media Studies\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1386/jams_00094_1\",\"RegionNum\":4,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of African Media Studies","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1386/jams_00094_1","RegionNum":4,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0

摘要

冠状病毒于2019年底降临世界,导致世界卫生组织于2020年3月宣布全球大流行。在世界各国政府和卫生当局努力控制大流行之际,他们努力的关键组成部分包括宣传他们的服务,向公民宣传良好的卫生习惯,让全国了解病毒的传播情况,以及总体上让公民保持积极和专注的心态。这些努力属于健康营销的定义,它将营销原则和理论与健康战略相结合,以促进人们的健康。这些努力还利用传统和新的数字渠道,包括在线和社交媒体,向公民传递卫生营销信息。津巴布韦也不例外。津巴布韦卫生和儿童保育部是负责该国卫生保健的公共机构。本研究回顾了该部与津巴布韦公民沟通的三个主要数字渠道,即他们的网站、Facebook和Twitter。审查涉及对2020年5月至8月期间这三个渠道共享的信息进行纵向分析,并使用内容和专题分析来理解和批评卫生部向其公民发布的卫生信息。审查还考虑到公众对这些信息通报的评论,以便从健康营销的角度对这些信息通报的有效性进行批判性审查。调查结果对这些传播的积极方面和缺点提供了有用的见解,并有助于在危机时期管理健康营销传播的概念框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A critical review of health marketing in Zimbabwe during COVID-19
The coronavirus befell the world in late 2019 resulting in the World Health Organisation declaring a global pandemic in March 2020. As governments and health authorities around the world struggled to control the pandemic, key components of their efforts include the publicizing of their services, informing citizens of good hygiene practices, keeping the nation informed of the spread of the virus and generally keeping citizens in a positive and focused frame of mind. These efforts fall within the definition of health marketing which applies marketing principles and theories combined with health strategies to promote people’s health. These efforts also draw on both traditional and new digital channels, including online and social media, to carry across the health-marketing message to citizens. Zimbabwe is no different. The Ministry of Health and Child Care in Zimbabwe is the public authority responsible for healthcare in the country. This study reviews the three main digital channels used by the Ministry to communicate with Zimbabwean citizens, namely, their website, Facebook and Twitter. The review involves a longitudinal dissection of the communications shared across these three channels for the period from May to August 2020 and uses both content and thematic analysis to understand and critique the health communications being put out by the Ministry to its citizens. The review also takes into consideration the public comments on these communications to present a critical review of the effectiveness of these communications from a health-marketing perspective. The findings provide useful insight into the positive aspects and shortcomings of these communications and contribute to a conceptual framework for managing health-marketing communications in a time of crisis.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
1.80
自引率
25.00%
发文量
21
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信