Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter.
Development of Personas to Communicate Narrative-Based Information About the HPV Vaccine on Twitter.
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DOI：
10.3389/fdgth.2021.682639
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发表时间：
2021
影响因子：
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通讯作者：
Leader AE
中科院分区：
文献类型：
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作者：
Massey PM;Chiang SC;Rose M;Murray RM;Rockett M;Togo E;Klassen AC;Manganello JA;Leader AE
简介：人物角色基于真实生活中的人物类型，可用于创建角色和信息，通过相关的叙事故事情节传达重要的健康信息。人物角色开发是数据驱动的，可能涉及多个阶段的形成性研究和评估;然而，人物角色在数字健康研究中的利用率很低。这项研究的目的是创建和记录人物角色的发展，在Twitter上为父母提供以叙事为中心的健康教育，目的是增加青少年对HPV疫苗接种的接受。研究方法：利用在美国进行的一项混合方法研究的数据，我们使用了定性和定量数据（例如，国家免疫调查-青少年，焦点小组和社会媒体）来创建人物角色。这些数据源用于识别和开发人物角色的关键特征，以反映一系列父母及其对HPV疫苗接种的不同理解和经验。家长咨询委员会提供了洞察力，并帮助完善人物角色的发展。结果：出现了四个人物角色，并被描述为（1）知情的利他主义者，（2）真实的谈话者，（3）信息收集者，（4）支持者。人物角色的特征各不相同，并提供了有针对性的叙事策略的见解。描述的属性包括人口统计学、心理学、沟通风格、疫苗目标和愿望、疫苗挑战和挫折以及疫苗犹豫。讨论内容：这项工作展示了如何使用多个数据源来创建人物角色，以提供社交媒体信息，从而满足父母对HPV疫苗信息的不同偏好和需求。随着父母越来越多地使用社交媒体获取健康信息，研究人员必须考虑营销和设计思维，以创建与受众产生共鸣的健康传播信息。
Introduction: Personas are based on real-life typologies of people that can be used to create characters and messages to communicate important health information through relatable narrative storylines. Persona development is data-driven and can involve multiple phases of formative research and evaluation; however, personas are largely underutilized in digital health research. The purpose of this study was to create and document persona development to deliver narrative-focused health education for parents on Twitter with the goal of increasing uptake of HPV vaccination among adolescents. Methods: Leveraging data from a mixed-method study conducted in the U.S. with a diverse population of parents with adolescents ages 9–14, we used both qualitative and quantitative data (e.g., the National Immunization Survey—Teen, focus groups, and social media) to create personas. These data sources were used to identify and develop key characteristics for personas to reflect a range of parents and their diverse understandings and experiences related to HPV vaccination. A parent advisory board provided insight and helped refine persona development. Results: Four personas emerged and were characterized as the (1) Informed Altruist, (2) Real Talker, (3) Information Gatherer, and (4) Supporter. Characteristics differed across personas and provided insights into targeted narrative strategies. Described attributes included demographics, psychographics, communication style, vaccine goals and aspirations, vaccine challenges and frustrations, and vaccine hesitancy. Discussion: This work demonstrates how multiple data sources can be used to create personas to deliver social media messages that can address the diverse preferences and needs of parents for HPV vaccine information. With increasing usage of social media for health information among parents, it is important for researchers to consider marketing and design thinking to create health communication messages that resonate with audiences.