Covid: comunicazione Asl decisiva in era social contro fake – Sanità

By On Apr 19, 2022

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(ANSA) – CAGLIARI, 19 APR – La comunicazione pubblica durante
il Covid ha avuto un ruolo fondamentale per combattere le fake
news, creare comunità e fiducia verso le istituzioni sanitarie,
aiutare i cittadini ad affrontare questo periodo. Non tutte le
aziende sanitarie erano preparate ad affrontare questa
situazione ma quelle più lungimiranti, e al cui interno sono
presenti strutture organizzate con comunicatori esperti e
giornalisti, si sono distinte ottenendo risultati importanti a
livello di engagement e followers sui social e non solo.

È quanto emerge da una ricerca realizzata da Azienda
ospedaliero-universitaria di Cagliari, Università di Cagliari e
Università di Roma Tor Vergata, che ha preso in considerazione
la comunicazione delle principali aziende santarie e ospedaliere
italiane durante i due anni di emergenza. La ricerca è stata
condotta da Elisabetta Gola, pro rettrice alla Comunicazione e
immagine dell’Università di Cagliari, Fabrizio Meloni,
responsabile Comunicazione e relazioni esterne dell’Aou di
Cagliari, e Andrea Volterrani, docente di Sociologia dei
processi culturali e comunicativi dell’Università degli Studi di
Roma Tor Vergata. I risultati dello studio sono stati pubblicati
sulla rivista “Sociologia della Comunicazione” su un numero
speciale, interamente in inglese, dal titolo “Comunicazione
pubblica: ibridazioni e traiettorie di sviluppo nell’era
digitale”.

“Emergono alcuni problemi e alcune indicazioni sulla capacità
della pubblica amministrazione sanitaria di comunicare con la
popolazione target – si legge nella ricerca – Nonostante la
pandemia di Covid, le strategie di comunicazione digitale sono
molto disomogenee nelle aziende sanitarie italiane, sia in
termini di capacità di gestione che nella varietà di canali e
messaggi utilizzati. Questa disomogeneità è dovuta a molti
fattori, tra cui la mancanza di personale dedicato e
adeguatamente addestrato per gestire i social media, e una
sottovalutazione della presenza pervasiva della tecnologia
digitale nella vita quotidiana delle persone e, naturalmente,
ancora di più, dei pazienti”. (ANSA).

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