Russian health blogs remain under-explored, despite their growing popularity. Our goal is to evaluate the degree of research development regarding health blogging in Russia. We analysed and grouped key studies in the Russian language retrieved from the national scientific database eLibrary , where there are general descriptions of interactions between physicians and the internet. Some articles are dedicated to exploring personal branding in social media, while several other papers describe techniques used to communicate with the audience. The number of papers is relatively small, but the divergence of themes is rather high. The review showed that in the Russian-speaking scientific community, there is still a lack of qualitative research into the phenomenon; most articles are rather descriptive and only denote the existence of blogs as a research problem. In addition, we proposed several primary themes for further research. Results have proven that despite the high popularity of medical blogs in Russia, they are not really being studied by the scientific community.
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2. Campbell L, Evans Y, Pumper M, Moreno MA. Social media use by physicians: a qualitative study of the new frontier of medicine. BMC Med Inform Decis Mak. 2016; 16: 91. doi:10.1186/s12911-016-0327-y.
3. Bryan MA, Evans Y, Morishita C, Midamba N, Moreno MA. Does the narrative voice influence parental perceptions of pediatrician blogs? Acad Pediatr. 2021; 21(1): 139-148. doi:10.1016/j.acap.2020.02.025.
4. Kovic I, Lulic I, Brumini G. Examining the medical blogosphere: an online survey of medical bloggers. J Med Internet Res. 2008; 10(3): e28. doi:10.2196/jmir.1118.
5. Miller EA, Pole A. Diagnosis blog: checking up on health blogs in the blogosphere. Am J Public Health. 2010; 100(8): 1514-1519. doi:10.2105/AJPH.2009.175125.
6. Sokół M. “Tetanus? Who cares about tetanus?”: audience engagement and co-participation in medical blogs. В Banks D, Di Martino E. Specialized discourses and their readerships. The M.A.K. Halliday Library Functional Linguistics Series. Springer, Singapore; 2019: 101-125. doi.org/10.1007/978-981-13-8157-7_6.
7. Gould DJ, Nazarian S. Social media return on investment: how much is it worth to my practice? Aesthet Surg J. 2018; 38(5): 565-574. doi:10.1093/ asj /sjx152.
8. Tarasenko E. Patient 2.0: kommunikacii pacientov i vrachej v social’nyh setjah. XIII Aprel’skaja mezhdunarodnaja nauchnaja konferencija po problemam razvitija jekonomiki i obshhestva. V 4 kn. О tv. red. EG. Jasin. М.: Vysshaja shkola jekonomiki. 2012; 3: 203-209. (In Russ).
9. Tarasenko E. Medicine 2.0: potencial social’nyh media dlja prodvizhenija zdorovogo obraza zhizni i samomenedzhmenta hronicheskih zabolevanij. XIV Aprel’skaja mezhdunarodnaja nauchnaja konferencija po problemam razvitija jekonomiki i obshhestva. V 4 kn. О tv. red. E.G. Jasin. М.: Vysshaja shkola jekonomiki. 2014; 3: 708-717. (In Russ).
10. Pavlenko E, Petrova L. O gotovnosti vrachej k ispol’zovaniju novejshih informacionno-kommunikacionnyh tehnologij v zdravoohranenii. Sociologicheskie issledovanija. 2016; 4: 103-110. (In Russ).
11. Wexner S, Muharjamova R, Bashankaev B. Vrach v social’nyh setjah : vozmozhnosti ili ogranichenija ? Hirurgija. Zhurnal im. N.I. Pirogova. 2018; 8-2: 78-82. (In Russ).] doi : 10.17116/hirurgia201808278.
12. Tutorskaja MS. Medicinskie social’nye seti: vozmozhnosti i riski ispol’zovanija. Menedzher zdravoohranenija. 2014; 12: 30-38. (In Russ).
13. Fol’c A. Ispol’zovanie priemov manipuljacii populjarnymi Instagram- blogerami v Rossii ( na primere ZOZh-tematiki ). Media v sovremennom mire. 59-e Peterburgskie chtenija: sb. mater. Mezhdunar. nauchn. foruma (9–12 nojabrja 2020 g.). V 3 t. SPb GU. 2020; 2: 219-20. (In Russ).
14. Baskakova A. Insta-medicina i ee posledstvija. Mezhdunarodnaja konferencija «Vsja zhizn’ — delu vrachevanija i prosveshhenija». Izdatel’skij centr KAN. 2020: 35-38. (In Russ).
15. Nazarova Ju. Jetiko-deontologicheskaja kul’tura medicinskogo bloga : na styke mediciny i zhurnalistiki // Mezhdunarodnaja nauchno-prakticheskaja konferencija « Zhurnalistika v 2019 godu : tvorchestvo , professija , industrija ». Sovremennaja zhurnalistika v aspekte deontologii. M.: Fak. zhurn. MGU. 2020: 103-112. (In Russ).
16. Chernova I. Principy razrabotki jeffektivnogo personal’nogo brenda v sfere zdravoohranenija na ploshhadke social’noj seti Instagram. VII mezhdunarodnaja nauchno-prakticheskaja konferencija « Brending kak kommunikacionnaja tehnologija XXI veka» (1-2 marta 2021 g.). Sankt- Peterburgskij gosudarstvennyj jekonomicheskij univers itet. 2021: 153-156. (In Russ).
17. Gagarina E. Samoprezentacija brenda vracha v social’noj seti. Mezhdunarodnaja nauchno-prakticheskaja konferencija « Russkij jazyk i literatura v professional’noj kommunikacii i mul’tikul’turnom prostranstve ». Moskva: Pero; Saratov: Amirit , 2018: 78-80. (In Russ).
18. Volkova E. Kommunikativnye taktiki i verbal’nye sredstva realizacii strategii professional’noj samoprezentacii vracha v Instagram. Vestnik TGPU. 202 0; 3(209): 114-123. (In Russ). doi : 10.23951/1609-624X-2020-3-114-123.
19. Tubalova I, Jemer Ju, Ershova V. Kommunikativnye strategii prodvizhenija professional’nogo imidzha vracha v social’nyh media (na materiale Facebook). Vestnik TG U. 2019; 447: 73-82. (In Russ). doi : 10.17223/15617793/447/9.
20. Demkina A, Rjabinina M, Aksenova G, Benimeckaja K, Vasil’eva I, Isaeva A, et al. Aprobirovanie provedenija obrazovatel’noj programmy “Pervichnaja i vtorichnaja profilaktika serdechno-sosudistyh zabolevanij” na baze social’noj seti Instagram. Rossijskij kardiologicheskij zhurnal. 2020; 25(9): 13-19. (In Russ ). doi : 10.15829/1560-4071-2020-3932.
For citation
Bunakova А. Physicians’ Blogs as a Health Communication Tool: Underexplored Issue in the Russian-Speaking Scientific Community. Medical doctor and information technology. 2021; 4: 70-78. (In Russ.). doi : 1025881/18110193_2021_4_70.
Keywords