alexa The New Technology: The Consumer as Participants Rather than Target Audience
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): R Craig Lefebvre

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New communication technologies and the emergence of what is being called ‘‘Web 2.0’’ are providing the opportunity for health promotion professionals to truly engage with their patients, customers, and audiences in ways unimaginable just a few years ago. Some of the more recent applications include: text messaging and mobile telephones for educational interventions to reduce sexually transmitted diseases among teenagers; interactive and entertaining health websites such as VERB and Whyville; sites where people with medical conditions can seek, give, and receive advice from other patients and healthcare providers (Organized Wisdom); and blogs of all descriptions hosted by health professionals, commercial entities, patients and advocates, and CEOs of healthcare organizations. Yet, these innovations have barely scratched the surface of the potential for these new technologies.

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This article was published in SMQ and referenced in Journal of Mass Communication & Journalism

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