Framing Diabetes: Social Media's Influence on Awareness and Perception
Author
Dalvang, Julie
Term
4. term
Publication year
2024
Submitted on
2024-12-28
Pages
759
Abstract
This thesis explores how social media frames diabetes and how those frames shape public awareness, perception, stigma, engagement, and community building. Guided by framing theory and health communication perspectives (Health Belief Model and Social Cognitive Theory), it applies interpretive and comparative analyses to diabetes-related posts on Instagram, TikTok, and Facebook shared by influencers, celebrities, and health organisations. The study identifies a dual role for social platforms: they help spread supportive, useful information while also enabling misinformation. Findings indicate that human-interest narratives tend to foster empathy and connection, whereas responsibility-focused frames can reinforce lifestyle-based stereotypes about diabetes. The thesis argues for strategic, collaborative framing across creators, organisations, and platforms to promote accurate, empowering messages and inform public health communication and policy.
Afhandlingen undersøger, hvordan sociale medier indrammer diabetes, og hvordan disse rammer påvirker offentlig bevidsthed, opfattelse, stigma, engagement og fællesskabsdannelse. Med udgangspunkt i framingteori og sundhedskommunikation (Health Belief Model og Social Cognitive Theory) gennemføres fortolkende og komparative analyser af diabetesrelaterede opslag på Instagram, TikTok og Facebook fra influencere, kendte og sundhedsorganisationer. Studiet peger på sociale mediers dobbelte rolle: de kan både sprede støttende, nyttig information og muliggøre misinformation. Fundene viser, at menneskehistorier ofte fremmer empati og tilknytning, mens ansvarsfokuserede rammer kan fastholde livsstilsbaserede stereotyper om diabetes. Afhandlingen anbefaler strategisk, samarbejdsbaseret framing mellem indholdsskabere, organisationer og platforme for at fremme præcise, styrkende budskaber og understøtte offentlig sundhedskommunikation og politik.
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Keywords