Social Learning on TikTok: the Community as a Literacy Axis on Blood Donation DOI Open Access
Raquel Martínez Sánz, Patricia Durántez Stolle

Comunicar, Journal Year: 2024, Volume and Issue: 32(79), P. 47 - 58

Published: Oct. 1, 2024

This research examines the creation of knowledge on social networks about blood donation, role virtual communities and their potential to attract donors. We applied a two-step methodology, starting by interviews with donation management institutions in Spain (N=21) concluding analysis comments from 61 donor testimonials TikTok (N=1,606). network was chosen because scarce institutional presence predominance Generation Z, which is necessary for generational change. The results show that seen positive perspective, where complaints are rare or relativised community encourages behaviour imitation thanks feeling pride gratitude Knowledge generated both contributions creators audiences focused informing process, conditions consequences, supporting its voluntary altruistic nature. Overall, social, group collaborative learning takes place, greater success those contents shared health profiles but supported all users. conclude plays relevant literacy awareness based collective intelligence, will affect relay behavioural models obtain recognition. Esta investigación examina la creación de conocimientos en redes sociales sobre donación sangre, el papel las comunidades virtuales y su capacidad para atraer donantes. Se aplica una metodología dos pasos que parte entrevistas instituciones gestoras hemodonación España concluye con análisis los comentarios testimonios donantes (N=1.606), por ser red menor presencia institucional donde predomina Generación necesaria relevo generacional. Los resultados muestran sangre se observa desde óptica positiva quejas escasean o relativizan comunidad favorece imitación del comportamiento gracias al sentimiento orgullo agradecimiento El conocimiento genera tanto aportaciones creadores como audiencias enfoca informar proceso, condiciones consecuencias, defendiendo carácter voluntario altruista. En conjunto, produce un aprendizaje grupal colaborativo, mayor éxito aquellos contenidos compartidos perfiles sanitarios, pero apoyado todos usuarios. ejerce relevante alfabetización concientización partir inteligencia colectiva repercutirá modelos obtienen reconocimiento red.

Testimonials as motivators: the case of end-of-life conversations DOI
Judy Watts, Emily Moyer‐Gusé, Michael D. Slater

et al.

Human Communication Research, Journal Year: 2024, Volume and Issue: 50(4), P. 457 - 467

Published: June 5, 2024

Abstract Persuasive testimonials are common in commercial, nonprofit, and public health contexts. They pose challenges to existing theories of narrative persuasion because they typically both overtly persuasive. Prior research has suggested may be effective with counter-attitudinal recipients by decreasing negative affective responses increasing meaningful affect. Often, however, address behaviors that anxiety provoking rather than counter-attitudinal; prior provides little theoretical or empirical guidance concerning message influence the face such anxiety. An experiment comparing a testimonial versus non-narrative advocating end-of-life conversations found increased behavioral intentions via affect self-efficacy. The did not decrease anxiety, there was no differential impact on high low recipients. authors conclude eudaimonic serve as motivator behavior regardless topic, well means

Language: Английский

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Social Learning on TikTok: the Community as a Literacy Axis on Blood Donation DOI Open Access
Raquel Martínez Sánz, Patricia Durántez Stolle

Comunicar, Journal Year: 2024, Volume and Issue: 32(79), P. 47 - 58

Published: Oct. 1, 2024

This research examines the creation of knowledge on social networks about blood donation, role virtual communities and their potential to attract donors. We applied a two-step methodology, starting by interviews with donation management institutions in Spain (N=21) concluding analysis comments from 61 donor testimonials TikTok (N=1,606). network was chosen because scarce institutional presence predominance Generation Z, which is necessary for generational change. The results show that seen positive perspective, where complaints are rare or relativised community encourages behaviour imitation thanks feeling pride gratitude Knowledge generated both contributions creators audiences focused informing process, conditions consequences, supporting its voluntary altruistic nature. Overall, social, group collaborative learning takes place, greater success those contents shared health profiles but supported all users. conclude plays relevant literacy awareness based collective intelligence, will affect relay behavioural models obtain recognition. Esta investigación examina la creación de conocimientos en redes sociales sobre donación sangre, el papel las comunidades virtuales y su capacidad para atraer donantes. Se aplica una metodología dos pasos que parte entrevistas instituciones gestoras hemodonación España concluye con análisis los comentarios testimonios donantes (N=1.606), por ser red menor presencia institucional donde predomina Generación necesaria relevo generacional. Los resultados muestran sangre se observa desde óptica positiva quejas escasean o relativizan comunidad favorece imitación del comportamiento gracias al sentimiento orgullo agradecimiento El conocimiento genera tanto aportaciones creadores como audiencias enfoca informar proceso, condiciones consecuencias, defendiendo carácter voluntario altruista. En conjunto, produce un aprendizaje grupal colaborativo, mayor éxito aquellos contenidos compartidos perfiles sanitarios, pero apoyado todos usuarios. ejerce relevante alfabetización concientización partir inteligencia colectiva repercutirá modelos obtienen reconocimiento red.

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