Paper Info
Title
Using photos for public health communication: A computational analysis of the Centers for Disease Control and Prevention Instagram photos and public responses.
Abstract
This study aims to explore the use of Instagram by the Centers for Disease Control and Prevention, one of the representative public health authorities in the United States. For this aim, all of the photos uploaded on the Centers for Disease Control and Prevention Instagram account were crawled and the content of them were analyzed using Microsoft Azure Cognitive Services. Also, engagement was measured by the sum of numbers of likes and comments to each photo, and sentiment analysis of comments was conducted. Results suggest that the photos that can be categorized into "text" and "people" took the largest share in the Centers for Disease Control and Prevention Instagram photos. And it was found that the Centers for Disease Control and Prevention's major way of delivering messages on Instagram was to imprint key messages that call for actions for better health on photos and to provide the source of complementary information on text component of each post. It was also found that photos with more and bigger human faces had lower level of engagement than the others, and happiness and neutral emotions expressed on the faces in photos were negatively associated with engagement. The features whose high value would make the photos look splendid and gaudy were negatively correlated with engagement, but sharpness was positively correlated.
Year
DOI
Venue
2020
10.1177/1460458219896673
HEALTH INFORMATICS JOURNAL
Keywords
DocType
Volume
Centers for Disease Control and Prevention,computational social science,engagement,Instagram,Microsoft Azure,social networking service photo
Journal
26.0
Issue
ISSN
Citations 
3.0
1460-4582
0
PageRank 
References 
Authors
0.34
0
2
Name
Order
Citations
PageRank
Yunhwan Kim100.34
Jang Hyun Kim233.14