Influencia de las redes sociales en el trabajo de profesionales de la información especializados en salud. Caso de los Colegios Oficiales de Médicos de España

Dolores  Rando Cueto; Carlos  de las Heras Pedrosa; Francisco Javier  Paniagua Rojano

doi:10.4185/RLCS-2021-1491

Authors

Dolores Rando Cueto Ph.D. candidate. Interuniversity Communication Doctorate Program at the Universities of Cadiz, Huelva, Malaga, and Seville http://orcid.org/0000-0002-8512-5034
Carlos de las Heras Pedrosa University of Malaga http://orcid.org/0000-0002-2738-4177
Francisco Javier Paniagua Rojano University of Malaga http://orcid.org/0000-0001-7376-4536

DOI:

https://doi.org/10.4185/RLCS-2021-1491

Keywords:

healthcare communication, corporate communication, social networks, hospitals, health; Medical Association

Abstract

Introduction. The progress produced in the freedom in the informative content that flows through digital social networks and greater participation of users in them, play a key role in health-related communication, particularly in that generated by information professionals specialized in the health field due to the labor adaptation process that they have contemplated and which they have to attend to according to the evolution of a changing virtual scenario. This article focuses on the activity via social networks of the more than fifty Official Medical Colleges (C.O.M.) that exist in Spain. The main objective is to analyze how these channels influence the construction of the messages that are emitted from the institution to the population. Methodology. The research is based on the development of a quantitative methodological technique through a questionnaire answered by specialists in health information from the referred groups. Results. Responsible for preparing and managing the information issued by the C.O.M. value the communication that is exchanged on digital social networks and consider that Twitter (81.3%) and Facebook (50%) are the most relevant according to their interests, focused on health promotion. About the digital social media accounts used by C.O.M. as information sources, it is those of hospital entities that deserve the most credibility, although most do not reflect it in the construction of their own content. Conclusions. The capacity of social networks is valued, as communication channels to inform, establish relationships with different stakeholders and listen to the demands of users to feedback the discourse on networks.

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Author Biographies

Dolores Rando Cueto, Ph.D. candidate. Interuniversity Communication Doctorate Program at the Universities of Cadiz, Huelva, Malaga, and Seville

Ph.D. candidate for the Interuniversity Communication Doctorate Program at the Universities of Cadiz, Huelva, Malaga, and Seville. She has a degree in Journalism and Advertising and Public Relations from the University of Malaga. She participates in the development of a line of research focused on communication carried out by specialized health institutions through social networks and its effect on improving the quality of life of patients and their families. Most of her professional career has been carried out in the hospital environment, in the Communication Unit of the Regional University Hospital of Malaga. As a result of this work, she produced different publications aimed at improving the communication tasks of the health administration.

Carlos de las Heras Pedrosa, University of Malaga

University Associate Professor of Audiovisual Communication and Advertising at the University of Malaga, where he has been Vice-Rector for Institutional Relations and the Rector's Office, Director of the Rector's Office, and General Sub-Director of Communication. He is currently co-director of the Master's Degree in Strategic Management and Innovation in Communication. His teaching and research focus on Institutional Communication and Corporate Communication, especially focused on the tourism and higher education sectors. He is a visiting research professor at the universities of Miami (USA), Sheffield, Cardiff, and Leeds (UK). Visiting professor in the doctoral programs at the universities of Guadalajara (Mexico), Barinas, Zulia, and Oriente (Venezuela).

Francisco Javier Paniagua Rojano, University of Malaga

University Associate Professor. Graduate (1996) and Doctor (2004) in Journalism from the University of Malaga. He has been an associate professor (2003-2004), collaborating professor (2007-2008), and hired doctor (2008-2017). He is currently a professor at the Faculty of Communication Sciences at the University of Malaga, where he teaches the subject of Institutional and Business Communication. Likewise, since 2008, he has been a visiting professor of the masters in Political and Institutional Communication at the Ortega and Gasset Foundation, and in Strategic Management of Communication and Innovation at the University of Cadiz. He also participates in the International Doctoral School of the University of Murcia, in the Doctorate in Political Science and Public Administration, in the Political Communication, Campaigns, and Elections lines of research, and the different doctoral programs in Communication at the University of Malaga. He is secretary of the "Strategic and Organizational Communication" section of the Spanish Association for Communication Research (2007-present). To date, he has directed or co-directed nine doctoral theses on political communication, corporate communication, or information business; and more than 45 Final Master's Projects at the University of Malaga and the Ortega and Gasset University Institute on the same topics, and has participated in two research projects of the national program -about credibility in the media and social media and tourist destinations-; in two other regional projects about media credibility in Andalusia. Between March 2011 and April 2014, he shared teaching with the task of Director of the Communication Secretariat of the International University of Andalusia (UNIA), and for several years he has been Director of Communication of the Andalusian Federation of Municipalities and Provinces (FAMP). He is a regular reviewer for different journals of recognized prestige and impact in the area.

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