Lekarz na Instagramie i jego rola we współczesnej edukacji zdrowotnej
A physician on Instagram and his role in modern health education

Author(s): Monika Miłosz
Subject(s): Media studies, Communication studies, Theory of Communication, ICT Information and Communications Technologies
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: health education; Instagram; health communication; doctor; rhetoric
Summary/Abstract: The activity of doctors on Instagram is a new area of research on health communication. The article answers the question of whether and how such profiles build the health awareness of recipients, and whether the medic’s online activity can be educational and positively assessed. The research material is the content of one of the most popular Polish profiles in the indicated area. “Mama.i.stetoskop” is an Instagram account run by a family doctor – Katarzyna Woźniak. The account is followed by more than 140,000 people. The article analyzes and categorizes 100 Instagram posts from the period January 2021–September 2021 according to the following categories of educational content: health prevention, professional work of a doctor and the patient’s perspective.

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