The "memeification" of sexual health communication on Instagram.
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| Title: | The "memeification" of sexual health communication on Instagram. |
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| Authors: | Porter, Andrew1 a.porter@miami.edu, Cooper, Spring2, Falcon, Ashley1, Piller, Megan3, Modi, Ritika1, Hawver, Emily1 |
| Source: | Sex Education. Mar2025, Vol. 25 Issue 2, p221-237. 17p. |
| Subject Terms: | *Social media, *Content analysis, *Sex education, *Information resources, *Communication, *Case studies, Human sexuality, Health, Thematic analysis, Streaming media, Text messages, Sexual minorities, Sexual health |
| Geographic Terms: | United States |
| Abstract: | The lack of accurate and comprehensive sexual health education in the USA persists as a pressing public health issue. The Sex Wrap (TSW) is a multimedia sexual health podcast and social media presence that educates followers on sexual health and ancillary themes such as sexuality, relationships and communication. TSW's Instagram account repackages the evidence-based sexual health information discussed during the podcast into Internet memes. We analysed the top-performing TSW posts from Jan 2019-Dec 2020 according to Instagram's engagement metrics to determine what type of posts were most interesting to followers and begin to understand how social media helps drive interventions. The meme-based sexual health intervention via TSW's Instagram increased engagement, improved reach, and converted followers to podcast listeners. Insight data demonstrates how social media can address the sexual health education disparities caused by the failure of abstinence-only-until-marriage (AOUM) curricula. This case study exhibits how social media-based interventions can comprehensively fill existing gaps in sexual health education. [ABSTRACT FROM AUTHOR] |
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| Database: | Education Research Complete |
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| Abstract: | The lack of accurate and comprehensive sexual health education in the USA persists as a pressing public health issue. The Sex Wrap (TSW) is a multimedia sexual health podcast and social media presence that educates followers on sexual health and ancillary themes such as sexuality, relationships and communication. TSW's Instagram account repackages the evidence-based sexual health information discussed during the podcast into Internet memes. We analysed the top-performing TSW posts from Jan 2019-Dec 2020 according to Instagram's engagement metrics to determine what type of posts were most interesting to followers and begin to understand how social media helps drive interventions. The meme-based sexual health intervention via TSW's Instagram increased engagement, improved reach, and converted followers to podcast listeners. Insight data demonstrates how social media can address the sexual health education disparities caused by the failure of abstinence-only-until-marriage (AOUM) curricula. This case study exhibits how social media-based interventions can comprehensively fill existing gaps in sexual health education. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 14681811 |
| DOI: | 10.1080/14681811.2023.2300069 |
