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Social Media and Health Communication: A Study of Information Acquisition and Gap Reduction in Punjab
Dr. Maham Zahid Khan , Ms. Amna Ashraf & Dr. Maira Qaddos
Abstract:
This study examines the role of social media in health communication, with a particular focus on health information acquisition and communication gap reduction in the province of Punjab. In today's digital era, social media platforms such as Facebook, WhatsApp, YouTube, and Instagram have emerged as important sources of health-related information and channels of communication between healthcare providers and the public. The study aims to investigate the impact of social media on health awareness, access to health information, and the reduction of communication barriers within society. A quantitative research design was employed, and data were collected from 200 respondents through a structured questionnaire. The findings reveal that social media is widely used for acquiring health information, and respondents generally perceive it as an effective medium for promoting health awareness and facilitating health communication. The results further indicate that younger age groups are more likely to utilize social media for health-related activities than older age groups. Moreover, while social media has significantly improved access to health information and helped reduce communication barriers, concerns regarding misinformation and the credibility of online health content remain substantial challenges. The study concludes that social media serves as an essential tool for contemporary health communication in Punjab. However, enhancing digital health literacy and strengthening the regulation and verification of online health information are necessary to ensure the accurate and reliable dissemination of health-related content.
Keywords:
Social Media, Health Communication, Information Acquisition, Communication Gap, Health Awareness, Punjab, Digital Media, Misinformation, Public Health, Online Information Seeking.
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