week 2 article 5

Detailed Notes on "Deadly Choices: Empowering Indigenous Australians Through Social Networking Sites"

Author Information

• Title: Deadly Choices empowering Indigenous Australians through social networking sites

• Authors:

  • Karen McPhail-Bell (University Centre for Rural Health, University of Sydney)

  • Nathan Appo (Deadly Choices, Institute for Urban Indigenous Health)

  • Alana Haymes (Aboriginal and Torres Strait Islander Studies Unit, The University of Queensland)

  • Chelsea Bond (School of Public Health and Social Work, Queensland University of Technology)

  • Mark Brough

  • Bronwyn Fredericks (Pro Vice-Chancellor, BHP Billiton Mitsubishi Alliance Chair in Indigenous Engagement, Central Queensland University)

Summary

• The article discusses the relevance of health promotion through social networking sites (SNSs), emphasizing the need for empowerment over mere compliance with health behaviors.

• The focus is on the Deadly Choices initiative, which uses SNSs to empower Indigenous Australians by shifting the conversation from health practitioners to Indigenous community voices.

• An ethnographic study was conducted, revealing five core principles for effective health promotion through SNSs:

  1. Create a dialogue - Encouraging open discussions about health choices.

  2. Build community online and offline - Strengthening relationships within the community through various events.

  3. Incentivize healthy online engagement - Using positive reinforcement and competitions to encourage sharing healthy behaviors.

  4. Celebrate Indigenous identity and culture - Highlighting Indigenous cultural narratives in health discussions.

  5. Prioritize partnerships - Engaging local leaders and organizations to enhance community visibility.

Introduction

• Social networking sites have substantial potential for health promotion but often lean towards enforcing individual compliance over empowerment.

• Indigenous Australians face unique challenges, including fear of racism, which can limit their engagement in health initiatives.

• The article presents lessons from the Deadly Choices initiative, underlining the importance of promoting empowerment in health dialogues.

Background: Health Promotion and SNSs

• Technology is increasingly harnessed to promote healthy behaviors through tailored messaging on SNSs, distinct from traditional media's one-way communication.

• Health professionals in Australia are using SNSs for health promotion despite ethical concerns regarding surveillance and compliance.

• Limited research exists on Indigenous expression through SNSs, but there is evidence that these platforms can enhance identity and advocacy.

Deadly Choices Initiative

• Launched in 2010 to empower Indigenous individuals in South East Queensland, the initiative promotes chronic disease education and healthy lifestyle choices.

• The term 'Deadly' in Aboriginal English represents positivity, re-contextualizing health messages for cultural significance.

• The initiative spans various SNS platforms (Twitter, Facebook, YouTube), illustrating substantial organic growth without paid advertisements.

Ethnographic Methods

• An ethnographic approach was taken over two years, incorporating participant observations from SNS interactions paired with traditional ethnographic research methods.

• Ethical approval facilitated community involvement, ensuring shared interpretations through interviews and feedback from practitioners.

Findings: Principles of SNS Engagement

1. Create a Dialogue

   • Engagement begins with understanding community perspectives on health issues.

   • Practitioners foster discussions by welcoming new followers and encouraging conversations about health choices.

2. Build Community Online and Offline

   • Encouraging engagement both on and off social media strengthens community ties.

   • Events such as surf days celebrate community and health, enhancing pride and interaction.

3. Incentivize Healthy Online Engagement

   • By fostering supportive environments, Deadly Choices encourages positive health choices through competitions and social validation, promoting positivity over judgment.

4. Celebrate Indigenous Identity and Culture

   • The initiative serves as a platform for Indigenous perspectives and community pride, counteracting negative mainstream narratives.

5. Prioritize Partnerships

   • Building relationships with various stakeholders enhances community outreach and involvement through universal engagement strategies.

Discussion and Implications

• The principles identified inform how the Deadly Choices initiative effectively connects Indigenous voices to health matters, emphasizing ownership of health narratives.

• This model encourages a shift in health promotion from top-down expert-led messages to bottom-up community-driven communications, markedly empowering Indigenous individuals.

Conclusion

• Deadly Choices exemplifies a participatory model of health promotion that prioritizes community narratives and identities.

• It conveys a positive self-identity amid prevalent health disparities affecting Indigenous populations.

Definitions

• Deadly Choices: An initiative aimed at empowering Indigenous Australians to make informed health decisions while promoting positive health behaviors.

• Social Networking Sites (SNSs): Platforms designed for users to create profiles, share content, and communicate with others, allowing for two-way interaction as opposed to traditional media's one-sided approach.

• Ethnographic Study: A qualitative research method that involves observing and interacting with a community to understand their behaviors, beliefs, and practices.

• Indigenous Australians: The original inhabitants of Australia, comprising Aboriginal and Torres Strait Islander peoples, who maintain distinct cultural identities and connections to the land.