Challenges of Social Media Usage in Public Health Communication in the Malaysian Context/ Cabaran Penggunaan Media Sosial dalam Komunikasi Kesihatan Awam dalam Konteks Malaysia
DOI:
https://doi.org/10.11113/sh.v17n2.2195Keywords:
social media, public health campaigns, health communication, health education, digital communicationAbstract
Malaysia is a country moving towards a digital future while simultaneously preserving and maintaining its unique cultural traditions. Along with this digital era, the emergence of social media has revolutionized the dissemination of information, creating new opportunities for public health advocacy and education. However, this digital transformation also brings unique dilemmas that must be wisely addressed. Therefore, the objective of this study is to explore the challenges arising from the use of social media in public health communication in Malaysia, covering issues such as misinformation, varying levels of digital literacy within the community, cultural and linguistic diversity, impact measurement, social media algorithm changes, user engagement and fatigue, health literacy factors, and balancing professionalism with connectivity. This study also examines the impact of these challenges on the effectiveness of public health campaigns and identifies potential strategies to mitigate these challenges. Utilizing the Diffusion of Innovations Theory, this study explores how health communication innovations are adopted within Malaysia’s multicultural society. The findings indicate that communication strategies must be tailored to cultural contexts, digital literacy levels, and stronger policy support. The implications of this study provide guidance for policymakers and health professionals in formulating more inclusive policies and strengthening digital communication strategies to enhance the effectiveness of public health campaigns.
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