نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه علوم ارتباطات، دانشکده علوم انسانی، واحد تهران شرق، دانشگاه آزاد اسلامی ، تهران، ایران
2 استادیار، گروه علوم ارتباطات، دانشکده علوم انسانی، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران
3 استادیار، گروه علوم ارتباطات، دانشکده علوم انسانی، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران.
4 استادیار، گروه علوم ارتباطات،دانشکده علوم انسانی، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present study studies the trends and drivers affecting health communication at two levels: first, the socio-cultural macro-trends that lead to the formation of new patterns of interaction between health institutions and citizens; and second, the specific drivers that can determine the future direction of this field and can be identified in three main categories: technological drivers (such as artificial intelligence, the Internet of Health Things, and virtual reality), socio-cultural drivers (such as lifestyle changes, individualism, and increased citizen participation in health decision-making), and institutional-political drivers (such as public health policies, data regulation, and the degree of independence of health media). The study method is qualitative. Initially, in-depth interviews were conducted with 13 experts to identify and extract key drivers. Then, the identified drivers were analyzed using the Miq-Maq software to determine their cross-cutting impact. Next, relying on the opinions of 10 experts, normal drivers were extracted from the dimension of effectiveness and efficiency and entered the scenario cycle. In the next stage, in an expertization process, regulatory variables and drivers were extracted and submitted to the judgment of experts and professors. Finally, the Scenario Wizard software was used to identify and extract the upcoming scenarios. The results of the research show that three key scenarios for the future of health communications can be drawn: In the “empowerment” scenario, technological advancement and health literacy promotion lead to active patient participation and a two-way and transparent relationship with the health system. In the “control and monopoly” scenario, the concentration of data and power in the hands of official institutions or large technology companies turns health communications into a one-sided and opaque tool. And in the “Gap and Mistrust” scenario, weak policymaking and a lack of investment in health literacy lead to the spread of misinformation, public distrust, and a weakening of the effectiveness of health messages. The policy and cultural measures taken today will determine which of these paths will be closer to reality.
کلیدواژه‌ها [English]
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