Projects related to health promotion need to prioritize community engagement to discover what the target audience believes and questions. Members of a community should be consulted on decisions that affect them since effective community engagement is linked to improved health outcomes, better financial performance, and strengthened community identity (Government of British Columbia, 2011). Health promotion projects that are tailored to a community’s needs, strengths, and resources lead to improved user satisfaction (Ardal et al., 2011). Many community engagement frameworks for action on the social determinants of health value a holistic view of health, social justice, inclusion, commitment, accessibility, empowerment, collaboration, and transparency (National Collaborating Centre for Determinants of Health, 2013).
The three dimensions of transparency are disclosure, clarity, and accuracy (Schnackenberg, 2014). Schnakenberg (2014) explains that improving transparency means improving the perceptions that information is intentionally shared in a timely manner (i.e., disclosure) and the information is high quality (i.e. high clarity and accuracy). The quality of the information is linked to how easy it is to understand and its perceived reliability (Schnackenberg, 2014). Overly complex information decreases the level of lucidity and comprehensibility of information that is delivered (Schnackenberg, 2014). For example, using industry jargon, unknown foreign languages, or complicated mathematical algorithms is not considered transparent since they fail on the dimension of clarity (Schnackenberg, 2014). According to Zhu (2004), when information is inaccessible it prevents stakeholders from gaining the full picture which negatively impacts trust. Ability (adequate skills, competencies, and characteristics), benevolence (extent to which one is believed to do good for others), and integrity (acceptable set of principles) are the key components of trustworthiness (Schnackenberg, 2014). In healthcare, building good rapport with patients and active listening are ways to help support trust and demonstrate ability, benevolence, and integrity. Encouraging ongoing self-reflection of stakeholders to look for biases may trigger a mental shift that leads to completeness in understanding.
Health misinformation has the potential to harm public health if enough people believe the dangerous advice, miracle cure, or claims that are incongruent with scientific literature. For example, social media which uses clickbait and values going viral has spread inaccurate information related to cancer; claims such as “ginger is 10,0000x more effective at killing cancer than chemo” resulted in over 800,000 engagements with social media users (Zadrozny, 2019). False information that a particular food or supplement can treat a disease may influence a person to not seek chemotherapy, especially if they perceive eating ginger as a more desirable and effective option. When health information favours alternative remedies that lack scientific basis, it can trick people into thinking that while it is less conventional it is still credible. Health misinformation deceives people into thinking that certain ideas and trends (e.g. type of diet) are the best and will improve health outcomes. It is important to question the motives behind spreading certain information (e.g. financial gain related to convincing you to purchase a product) and why certain information is being directed at a particular population. For example, Video 1 describes how anti-vaxxers targeted grieving moms to spread misinformation (NBC News, 2019).
Video 1. Why anti-vaxxers are targeting grieving moms to spread misinformation (NBC News, 2019)
During this digital era, it is important that we improve our media and digital literacy and prioritize an evidence-based approach. We need to be cautious that we are not receiving propaganda, disinformation, or “fake news” by social media or alternative news sources (Bulger & Davison, 2018). Media literacy should not only focus on individual responsibility to actively inquire and think critically, but also on the roles of institutions and tech platforms (Bulger & Davison, 2018). In other words, ethical distribution of credible information on social media requires a behaviour change in terms of media creation and practices (Bulger & Davison, 2018).
Tips for Correcting Health Misinformation:
1) Be transparent
Admit limitations of current knowledge. Clearly explain reasons for following a certain health promoting behaviour.
2) Use simple language
Avoid overly complex terminology that will lose meaning to many people. Aim to be consistent with messaging and mirror the language being used by the global health community.
3) Seek feedback
Evaluate strategies and modify approaches as needed as new information and evidence arises. Identify which information is gaining attention and ask that audience questions to understand their fears, motivations, and beliefs.
4) Highlight credible sources
Share why someone is considered to have an expertise. Describe supporting evidence and research to back up expert opinion.
5) Be open
Don't jump to discrediting opposing views and labelling it as misinformation. Listen to other ideas and perspectives as some variance may inform evolving changes to your approach. Encourage critical thinking.
Ardal, S., Butler, J. & Edwards, R. (2011). Community engagement and communication: The health planner’s toolkit. Toronto (ON): Government of Ontario, Ontario Ministry of Health and Long- Term Care. Bulger, M. & Davison, P. (2018). The promises, challenges, and futures of media literacy. Data & Society. Retrieved Feb. 17, 2023 from https://apo.org.au/sites/default/files/resource- files/2018-02/apo-nid134501.pdf Government of British Columbia (2011). Integrated Primary and Community Care Patient and Public Engagement Framework. Victoria (BC): Government of British Columbia. National Collaborating Centre for Determinants of Health (2013). A guide to community engagement frameworks for action on the social determinants of health and health equity. Antigonish, NS: National Collaborating Centre for Determinants of Health, St. Francis Xavier University. Retrieved March 15, 2023 from http://nccdh.ca/images/uploads/Community_Engagement_EN_web.pdf NBC News [NBC News] (2019, September 24). Why anti-vaxxers are targeting grieving moms to spread misinformation | NBC News Now [Video]. YouTube. Retrieved Feb. 17, 2023 from https://www.youtube.com/watch?v=0l1PQ6IUUaU Schnackenberg, A.K. (2014). Organizational transparency: A new perspective of managing trust in organization-stakeholder relationships. Journal of Management, 42(7), 1-35. https://doi.org/10.1177/0149206314525202 Zadrozny, B. (2019). Social media hosted a lot of fake health news this year. Here’s what went most viral. NBC News. Retrieved Feb. 17, 2023 from https://www.nbcnews.com/news/us -news/social-media-hosted-lot-fake-health-news-year-here-s-n1107466 Zhu, K. (2003). Information transparency of business-to-business electronic markets: A game theoretic analysis. Management Science, 50, 670-685.
Comments