Authors
- Rumbidzai ChakanzaNational University of Science and Technology
- Sibongile MpofuNational University of Science and Technology
Keywords:
Digital communication technologies, digital technologies, public health, public health communication, social media, stakeholder engagementAbstract
This paper analyses digital technologies used in public health communication to assess if they allow for stakeholder engagement. It also examines the challenges encountered by stakeholders in utilising digital technologies for public health communication. Using strategic communication and second-age media theories, the paper identifies communication technologies used by the Harare Health Services Department (HHS) for public health communication, and for what purposes. We further assess whether the communication technologies utilised by HHS for public health communication allow for stakeholder engagement and the challenges encountered. A qualitative case study methodology utilising in-depth interviews with personnel and key administrators from five health facilities under the HHS Department was employed. In addition, qualitative content analysis was conducted on the Department’s Facebook and X pages. The findings reveal that the Harare Health Services Department is lagging in using digital technologies and only intermittently disseminating public health information during specific periods. Further, HHS has not fully embraced digital media use specifically social media for stakeholder engagement and targeted health messaging. Several challenges are identified such as failure to strategically implement and embrace digital technologies for communication; lack of training; resistance to change and accountability; lack of adequate and reliable resources; and a top-down management approach. The study concludes that digital technologies have the potential to enhance stakeholder engagement and improve public health services. However, there is a need for the integration of strategy in public health institutions’ communication approach.
Read full study here:
https://journals.nust.