Deadly Choices empowering Indigenous Australians through social networking sites

Abstract

The potential for health promotion through social networking sites (SNSs) is widely recognized. However, while health promotion prides itself in focusing on the social determinants of health, its partiality for persuading individuals to comply with health behaviours dominates the way health promotion utilizes SNSs. This paper contributes to an understanding of collaborative ways SNSs can work for health promotion agendas of self-determination and empowerment in an Indigenous Australia context. An ethnographic study was undertaken with Deadly Choices, an Indigenous-led health promotion initiative. The study involved participant observation of interactions on Deadly Choices SNSs between Deadly Choices and its online community members. Deadly Choices provides an example of SNSs providing a powerful tool to create a safe, inclusive and positive space for Indigenous people and communities to profile their healthy choices, according to Indigenous notions of health and identity. The study found five principles that underpin Deadly Choices' use of SNSs for health promotion. These are: create a dialogue; build community online and offline; incentivise healthy online engagement; celebrate Indigenous identity and culture; and prioritize partnerships. Deadly Choices SNSs empowers Indigenous people and communities to be health promoters themselves, which represents a power shift from health promotion practitioner to Indigenous people and communities and more broadly, an enactment of Indigenous self-determination on SNSs. Mainstream health promotion can learn from Indigenous health promotion practice regarding the use of SNSs for health promotion agendas.

Considering the Impact of Social Media on Contemporary Improvement of Australian Aboriginal Health: Scoping Review

“…While only 5 studies were found, a narrative summary of these studies was deemed appropriate to assist in understanding the role of social media in improving the health of Aboriginal Australians and guide future research in this area. Of the 5 included papers, 3 used qualitative approaches [11,20,21] and 2 used multiple methods [22,23]. Based on the quality assessment tool used, from the 5 studies, 2 were of neutral quality, 2 were of poor quality, and 1 was of good quality (Multimedia Appendix 1).…”

“…One study found that age was associated with social media use for health [21]. Older Aboriginal groups often found using social media for health more complex and, in some cases, having detrimental health outcomes [21], whereas younger groups were more readily receptive to using social media for their health and well-being [11,20,21]. All studies mentioned the need for more time for participants to become familiar with utilizing social media for it to have an impact on health; the reason acknowledged was the relative infancy of social media use and Aboriginal health within Australia [21,23].…”

“…All studies showed improved health, which included exercise, nutrition, family, mental health, suicide, death, and grieving. Furthermore, all outlined the need for future social media health campaigns to consider current Australian Aboriginal health culture and perspective [11,20-23].…”

“…A repeated theme that appeared in 3 papers was that social media provided greater space for sharing health messages in a 2-way exchange [11,20,23]. One paper noted the increased awareness and self-empowerment of Aboriginal people in governing their own health after applying one particular social media campaign [11].…”

“…Of the evidence that exists, it appears social media may provide a contemporary conduit for Aboriginal people’s expression of culture and the ability to access novel ways of health-related knowledge, learning, and engagement among one another and the wider community [11]. Little evidence includes the impact or effect of social media to change behavior or cultural norms [12].…”