Where is Average Joe? – #antibioticresistance on Instagram (Preprint)

Abstract

BACKGROUND Antimicrobial resistance (AMR) is a major global health issue heavily influenced by human behaviour. Effective communication and awareness-raising are crucial in curbing AMR, with social network sites (SNSs) significantly shaping health behaviours. Despite their potential, current analyses of AMR on SNSs have focused mainly on top-down communication initiatives. OBJECTIVE This study aims to examine AMR on Instagram, identifying key actors, content themes, and the nature of the communication to understand how AMR is portrayed and perceived. METHODS Based on the Sender-Message-Channel-Receiver model, this study used content analysis to review publicly accessible posts on Instagram. The data refer to 24 months, focusing on the hashtag #antibioticresistance. After cleaning the data, 611 posts (10% of the total) were analysed. RESULTS Instagram users primarily aimed to inform the public about AMR (81.3%). Content creators were predominantly information drivers or professionals in science and health. Posts frequently featured text-dominated visuals or images of bacteria and lab tests. However, the post of AMR was found to be siloed, with limited engagement beyond specific interest groups. The study highlighted the neutrality and accuracy of the content but noted the challenge of reaching a broader audience. CONCLUSIONS While Instagram serves as a platform for accurate and informative AMR communication, the post of it remains confined to niche groups, limiting its broader impact. To enhance engagement, AMR discussions should be integrated into more general interest content, utilise visually compelling formats, and encourage institutional participation and interactive user engagement.