Understanding the role of medium in the control and flows of information in health communication

Abstract

In this article we look at the use of social, digital and online media as a possible resource in health promotion. We do this through a framework of medium theory—which allows us to consider the social and power relations that circulate through and are generated by different mediums. The application of medium theory has great potential for communications literature and this article attempts to refine it by indicating how it may be pertinent in a health communication context. We analysed health promotion literature to assess the current attitudes of medical professionals to the use of social and online media. Our own research discussion is based on a project in a metropolitan hospital, which has mapped media access and use by clients in an antenatal clinic as well as attitudes of staff. We outline the strategies the project is developing, using social, digital, mobile and online media to address the information needs of the clinic’s clients in new ways.