Sarah Geber, Tobias Frey, Thomas N. Friemel

Social Aspects of Health Communication – Towards a Research Agenda

Introduction

Social aspects of health communication – towards a research agenda. Explore a research agenda on social aspects of health communication, covering individual, interpersonal, and societal levels. Addresses topics like stigmatisation, collective action, and digitalisation.

Abstract

Health and health-related behaviours are embedded in social contexts in various ways which comprise both risks and opportunities for health communication. We propose a research agenda on social aspects of health communication and introduce the articles of the present special issue. Owing to the complexity of individuals’ social contexts, the research agenda addresses questions lying at the individual, interpersonal, and societal levels. The issue’s articles cover different and highly relevant questions of this research agenda, ranging from stigmatisation to impression management to collective action and from experimental designs to qualitative interviews and netnography. In sum, the articles demonstrate not only the diversity but also the relevance of academic research on social aspects of health communication. We expect that this topic will continue gaining importance, given the ongoing digitalisation of the media environment and the increasing interconnectedness of producers and users, doctors and patients, and experts and laypersons.

Review

This introductory article, "Social Aspects of Health Communication – Towards a Research Agenda," adeptly frames a critical and timely discussion for the field. The abstract effectively highlights the inherent embedding of health and health-related behaviors within complex social contexts, which present both significant risks and valuable opportunities for communication strategies. By proposing a multi-level research agenda that spans individual, interpersonal, and societal dimensions, the authors lay a robust conceptual foundation for understanding these intricate dynamics. This approach acknowledges the profound complexity of the subject, suggesting a comprehensive and nuanced exploration will follow. The accompanying special issue, as described, appears to deliver on this promise of diversity and relevance. The range of topics, from stigmatization and impression management to collective action, underscores the breadth of social phenomena impacting health communication. Furthermore, the inclusion of diverse methodologies, such as experimental designs, qualitative interviews, and netnography, signals a commitment to methodological rigor and a multi-faceted investigative approach. This variety not only demonstrates the academic vibrancy of research into social aspects of health communication but also showcases the practical applicability of such insights across different contexts and research paradigms. Looking forward, the article successfully positions the ongoing importance of this research domain. The authors' expectation that this topic will continue to gain traction, driven by the accelerating digitalization of media and the increasing interconnectedness between producers and users, doctors and patients, and experts and laypersons, is well-founded. This special issue, therefore, is poised to be a pivotal contribution, offering a crucial roadmap for future investigations and providing essential insights for both scholars and practitioners grappling with the evolving landscape of health communication in an increasingly networked world.

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