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Posted On Febrero 21, 2014 By In BLOG, PUBLICACIONES And 1132 Views

Netnography: The case of Spain and generic drugs

Pongo a disposición el último paper que he publicado Social work and netnography: The case of Spain and generic drugs en el que sostenemos, a partir de una investigación netnográfica, la existencia de estrategias explícitas de comunicación encaminadas a la creación de percepciones de riesgo alrededor de los medicamentos genéricos.

Abstract:

In this study, we examine a key issue for the sustainability of our welfare state: the patterns of consumption of generic drugs, the Internet, and healthcare social work. Taking the online context (netnography) as an object of ethnographic analysis, we analyze climates of opinion in relation to the consumption of generic drugs. We identify and analyze the linguistic framing and social discrediting of generic drugs via misinformation and the creation of risk perception to curb the social acceptability and consumption of these medicines in Spain. Based on the results obtained, we provide strategies that can be used by healthcare social workers.

Captura de pantalla 2014-02-21 a la(s) 10.06.10

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