Social Networks and Popular Understanding of Science and Health: Sharing Disparities

A data-driven analysis of how different people share information about health through social media. Using social media and peer-to-peer networks to teach people about science and health may seem like an obvious strategy. Yet recent research suggests that systematic reliance on social networks may be a recipe for inequity. People are not consistently inclined to share information with others around them, and many people are constrained by factors outside of their immediate control. Ironically, the highly social nature of humankind complicates the extent to which we can live in a society united solely by electronic media. Stretching well beyond social media, this book documents disparate tendencies in the ways people learn and share information about health and science. By reviewing a wide array of existing research—ranging from a survey of New Orleans residents in the weeks after Hurricane Katrina to analysis of Twitter posts related to H1N1 to a physician-led communication campaign explaining the benefits of vaginal birth—Brian G. Southwell explains why some types of information are more likely to be shared than others and how some people never get exposed to seemingly widely available information. This book will appeal to social science students and citizens interested in the role of social networks in information diffusion and yet it also serves as a cautionary tale for communication practitioners and policymakers interested in leveraging social ties as an inexpensive method to spread information.

Table of Contents:
Acknowledgments 1. Introduction 2. Evidence of Inequality in Information Sharing 3. A Catalogue of Information-Sharing Behaviors 4. Who One Is Matters: Individual-Level Factors 5. Where One Is Matters: Community-Level Factors 6. What Information Matters: Content-Level Factors 7. The Consequences of Information Sharing 8. Remedies and Realism References About the Author Index

About the Author :
Brian G. Southwell is a senior research scientist at RTI International, a nonprofit research institute headquartered in Research Triangle Park, North Carolina. He also holds faculty appointments at the University of North Carolina at Chapel Hill and Duke University.

Review :
Southwell has made major contributions to our understanding of the roles that social processes play in driving the diffusion and impact of science- and health-related information. Concise and empirically grounded, Social Networks and Popular Understanding of Science and Health cautions against widespread reliance on peer-to-peer sharing strategies to disseminate vital information. In doing so, it challenges all of us—scientists, educators, and policy-makers—to think more critically and creatively about the potential for our communication efforts to increase disparities in access to information that can help people live healthier lives in a healthier world. —Science Readers of Social Networks and Popular Understanding of Science and Health: Sharing Disparities are likely to come away better informed and inspired. —Michelle Shumate, Health Communication