Social media for health promotion: What messages are women receiving about cardiovascular disease risk by the Canadian Heart and Stroke Foundation?

Christine A. Gonsalves · Kerry R. McGannon · Robert Joel Schinke

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Social Media in Health Education Gender, Feminism, and Media Health Promotion and Cardiovascular Prevention

Abstract

The aim of this study was to explore the meanings of women’s cardiovascular disease constructed within the Canadian Heart and Stroke Foundation Facebook page. Posts from Heart and Stroke Foundation and public user comments surrounding the launch of the Heart and Stroke Foundation re-branding were of interest. Ethnographic content analysis was employed to analyse text ( n = 40), images ( n = 32), videos ( n = 6), user comments and replies ( n = 42) from November 2016 to March 2017. Constructions (re)presented on Facebook of ‘typical’ women at risk and risk reduction were problematic as women most at risk were excluded through the use of consumerist, medicalized identities which also excluded promotion of healthy behaviour changes.

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References

2017Developing rigor in qualitative research: problems and opportunities within sport and exercise psychology 2016Routledge Handbook of Qualitative Research in Sport and Exercise 2013Qualitative Media Analysis 2014Centralizing culture in cultural sport psychology research: The potential of narrative inquiry and discursive psychology 2000Tracking discourse and qualitative document analysis 2006The Health Buck Stops Where? Thematic Framing of Health Discourse to Understand the Context for CVD Prevention 2006The Portrayal of Heart Disease in Mass Print Magazines, 1991—2001 2011Complications in Segmenting Campaign Publics: Women of Color Explain Their Problems, Involvement, and Constraints in Reading Heart Disease Communication

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2019A critical discourse analysis of gendered cardiovascular disease meanings of the #MoreMoments campaign on Twitter 2023Use of Social Media in Stroke: A Systematic Review

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