Media, Users And Health Online: The Propagation Dynamics Of Digital Information On Facebook And The Role Of The Online Gatekeeper Google News Italia

In the network society, how many health topics are generated and disseminated by online media, and which ones? What impact does online media have on users, in terms of reactions and levels of engagement? These research questions were investigated in the study illustrated in this full paper, the theoretical background of which consists of literature on Health Communication, on the e-patient phenomenon and on the role played by information systems in the dissemination of health information in digital environments (with consequent risks of disinformation and misinformation). The intertwining between digital and traditional media and the proliferation of user-generated content affects the production, circulation and consumption of health news in the connected society. The main purpose of our study is to identify the role played by an online gatekeeper, in this case Google News Italia, in the process of influencing online health agenda setting. The methodology adopted is quantitative and consists of the collection and thematic analysis of the news that Google News Italia aggregates in the area “Health”, and the impact that this activity has on Facebook users, in terms of engagement. The study’s principal results indicate that a relevant role for online gatekeepers such as Google News has emerged in the digital public spheres relating to health. The Facebook user’s interest is focused also on those health news topics that can help to increase health literacy. At the same time, user engagement (in the shape of comments) is greater when the news topics are more “popular” and emotionally engaging.