Innovative Media Strategies: AIDS.gov

transcript

PRESENTER

Miguel Gomez

Director, AIDS.gov

Office of HIV/AIDS Policy

Special thanks to: Michelle Samplin-Salgado, Josie Halpern-Finnerty, and Read Holman

Innovative Media Strategies for Addressing Inequalities in Health

February 26, 2009

Objectives

• To review how AIDS.gov talks about communities

of color accessing online health information

• To answer the question: “What is new media?” (e.g., blogs, podcasts, wikis, social networking sites, YouTube)

• To discuss what has worked in using new media in communities of color.

“Consumers want their media when they want it,

how they want it and in whatever quantities they

want it.”

- Price-Waterhouse, 2006

…the HIV epidemic is- and has been- worse than previously known…[this is] a wake-up call to all of us in the United States to have authentic conversations about what we need to be doing to end this epidemic…

KEVIN FENTON, MDCenters for Disease Control and PreventionSummer 2008

… blacks make up just 12 % of the U.S. pop., [but] they account for nearly half of new HIV infections...The harsh reality is that 1 in 16 black men will be diagnosed with HIV at some point in their lifetime, as will 1 in 30 black women.

KEVIN FENTON, MDCenters for Disease Control and PreventionSummer 2008

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Online Health Information

1,2. Pew Internet & American Life Project: “Demographics of Internet Users” (December 2008), Available at: http://www.pewinternet.org/trends/User_Demo_Jan_2009.htm. Accessed on 1/27/09.

3. Harris Interactive Inc., “Adults Who Have Ever Gone Online for Health Information” (July 2008), Available at: http://www.harrisinteractive.com/harris_poll/index.asp?PID=937. Accessed on 1/27/09.

• U.S. adults online: 74%1

• U.S. 18-29 year olds online: 87%2

• U.S. Adults who have ever gone online to look for health information:150 million (2008)3

More people turning to Internet than physicians

iCrossing. How America Searches: Health and Wellness. January 2008.

Trust what is on the Internet

Home Access • “In New Mexico, a state where 10 percent of the land

is tribal, home computer ownership for Native families is estimated at 14 percent and home Internet access at 8 percent." "Toward Equality of Access: The Role of Public Libraries in Addressing the Digital Divide." The Gates Foundation, 2004.

• 24% of American Indian/Alaska Native students use the Internet at home. "Status and Trends in the Education of Racial and Ethnic Minorities," the National Center for Educational Statistics, September 2007. Available at: http://nces.ed.gov/pubs2007/minoritytrends/ind_5_19.asp

101. Slide from AIDS.gov Webinar on Underserved Communities and New Media Use,

presented by Fard Johnmar of Envision Solutions.

11* Envision Solutions Insight Report: The Evolving Health Blogosphere.

12From: http://www.blacknews.com/

13From: http://www.nclr.org/

Youth and Texting

Hampton, Virginia October 23, 2007:

a 15-year-old Crips gang member was charged with the recruitment of persons for a criminal street gang through the use of the gang's social networking site.

Gangs and New Media

Social networking sites, encrypted e-mail, Internet telephony, and instant messaging are commonly used by gang members to communicate with one another and with drug customers.

From: http://www.usdoj.gov/ndic/pubs32/32146/activities.htm#Gang

What is new media?

What is the link between health information technology and new media?

New/Social Media• Web 2.0• User-generated• Trusted• Accessible• Affordable• Often a place to meet/social

Podcasts

RSS Feeds

Social Network Sites

Text Messaging

Video Games

Video/Photo Sharing

Virtual Worlds

Widgets

What are they?

• Blog is short for a “web log”, often a personal journal written in chronological order. Most blogs enable visitors to comment.

Who’s using them?

• There are more than 133 million blogs.1

• There are approximately 13.6 million health bloggers.2

1. Technorati, “State of the Blogosphere” (2008), Available at: http://technorati.com/blogging/state-of-the-blogosphere/. Accessed 1/27/09.

2. Envision Solutions Insight Report, “The Evolving Health Blogosphere,” Available at: http://www.envisionsolutionsnow.com/healthblogosphere.html. Accessed 1/27/09

NDN News Blog

From: http://ndnnews.blogspot.com

National Asian Women’sHealth Organization Blog

Fromhttp://nawho.typepad.com/nawho_blog/2008/05/welcome-to-nawh.html

Hispanic Health Blog

From: http://hispanichealth.wordpress.com/

24http://www.whitehouse.gov/blog

Whitehouse.gov Blog

http://blog.aids.gov http://pbrecallblog.hhs.gov

Peanut Recall & AIDS.gov Blogs

What is it?

• Social networking and micro-blogging service

• What are you doing now?

• Send "updates" (or "tweets” up to 140 characters long) from their cell phone to the twitter site.

Who’s using it?

• Total Users: 1+ million

• Total Active Users: 200,000 per week

• Total Twitter Messages: 3 million per day1

1. Tech Crunch, “End of Speculation: The Real Twitter Usage Numbers” (April 2008), Available at:

http://www.techcrunch.com/2008/04/29/end-of-speculation-the-real-twitter-usage-numbers//. Accessed 1/27/09.

27http://twitter.com

AIDS.gov’s Twitter Feed

From: http://twitter.com/AIDSgov

Black Women’s Health Twitter

From: http://twitter.com/AIDSgov

What are they?

• Sites where people connect, share music, blogs, photos, etc.

• Facebook, MySpace, PatientsLikeMe, Daily Strength, Eons, Sermo

Who’s using them?

• MySpace: Over 76 million monthly active users

• Facebook: More than 54.5 million monthly active users1

Social Networking Sites

1. TechCrunch, “Social Networking: Will Facebook Overtake MySpace in the U.S. in 2009?” (January 2009), Available at: http://www.techcrunch.com/2009/01/13/social-networking-will-facebook-overtake-myspace-in-the-us-in-2009/ . Accessed 1/27/09.

Demographics of SN Users

From: http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf

MySpace (median age = 27) •more likely to be women, Hispanic or black, to have a high school education or some experience with college.

Facebook (median age = 26)•more likely to be men and to have a college degree.

LinkedIn (median age = 40)•more likely to be men, to be white and to have a college degree.

From: http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_data_memo_FINAL.pdf

Demographics of SN Users

From: http://profile.myspace.com/index.cfm?fuseaction=user.viewProfile&friendID=336203

From: http://groups.myspace.com/index.cfm?fuseaction=groups.groupProfile&groupID=100628730

Wikipedia• 2.7 million articles

in English

• 75,000 active contributors

• 10 million articles

• 260 languages1

1. Wikipedia “Wikipedia: About,” Available at: http://en.wikipedia.org/wiki/Wikipedia:About. Accessed on 1/27/09.

• 36% of American adult Internet users have used a wiki

• 8th top referring site to AIDS.gov

David Weekly pbWiki

What is a podcast?

• An audio or video available on the Internet. You may listen or view these files on your desktop, or download onto a mobile device like an iPod or other portable player.

• Often series, subscription-based

Who’s podcasting?

• 18% of Americans having ever listened to an audio podcast

• 16% having ever watched a video podcast1.

Podcasts

1. Edison Media Research — The Podcast Consumer Revealed (April 2008), Available at: http://www.edisonresearch.com/home/archives/2008/04/the_podcast_con_1.php. Accessed on 1/27/09.

Indian Country Today Audio Recordings

From: http://www.indiancountrytoday.com/ondemand/audio

Hispanic Podcast

From:http://odeo.com/episodes/23797026-Hablar-sobre-la-salud-Podcast

40From: http://www.newblackculturaldiet.com/PodcastShows.htm

What is text messaging?

• Sending short messages to a cell phone, pager, PDA, or other handheld device. No more than a 160 characters in length.

Who’s using it?

• In June 2008, 75 billion text messages were sent in the U.S., an increase from 7.2 billion in June 2005.1

Text Messaging

1. CTIA — the Wireless Association (June 2008), Available at: http://www.ctia.org/advocacy/research/index.cfm/AID/10323. Accessed on 1/27/09.

Blacks and Hispanics use their cell phones for non-calls more than Whites

From: http://www.pewinternet.org/pdfs/PIP_Mobile.Data.Access.pdf

Text Messaging: KNOWIT Campaign

Photo & Video Sharing

Video Games/Virtual WorldsWhat are video games/virtual worlds?

• Video games are interactive games on game devices and computers.

• A virtual world is a computer-based, simulated reality where people can socialize, connect, and create.

Who’s using them?

• Almost all teens play games and at least half play games on a given day. More than half (53%) of all American adults play video games of

some kind. 1

• By 2011, an estimated 80% of Internet users will take part in virtual worlds.2

1. Pew Internet & American Life Project (December 2008), Available at: http://www.pewinternet.org/PPF/r/269/report_display.asp. Accessed on 1/27/09.

2. Gartner Group (April 2007), Available at: http://www.gartner.com/it/page.jsp?id=503861. Accessed on 1/27/09.

Second Life – World AIDS Day

Online Gaming

AccessibilityIt’s the right thing to do:

• 28,000,000 (10% of population) are deaf or

hearing impaired.

• 11,400,000 people have visual conditions

not correctable by glasses.

• 6,400,000 new cases of eye disease occur

each year.

• 2,800,000 people are visually handicapped

from color blindness.

• 1,100,000 people are legally blind.

It’s the law: Section 508 of the Rehabilitation Act

More Resources:• Miguel Gomez:

miguel.gomez@hhs.gov *• AIDS.gov Blog:

http://blog.aids.gov • CDC eHealth Data Briefs:

www.cdc.gov/healthmarketing/ehm/databriefs/• HHS Center for New Media:

Website coming soon!

*Note: This presentation is not 508-compliant, please do not distribute. If you would like a 508-compliant version, please contact the Office of HIV/AIDS Policy.

Innovative Media Strategies: AIDS.gov

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