{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,1]],"date-time":"2026-10-01T00:24:32Z","timestamp":1790814272687,"version":"4.1.0"},"reference-count":33,"publisher":"SAGE Publications","issue":"4","license":[{"start":{"date-parts":[[2025,4,29]],"date-time":"2025-04-29T00:00:00Z","timestamp":1745884800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Am J Health Promot"],"published-print":{"date-parts":[[2025,5]]},"abstract":"<jats:p>Using pre-exposure prophylaxis (PrEP) discourse as a case study, we examine qualitative and multi-method approaches to analyzing health communication on social media platforms. These platforms have become crucial spaces for health promotion and community discourse, particularly on HIV prevention. Our review of 23 PrEP-focused studies that used social media data documents the different strengths of both methodologies. Qualitative analyses were strong at capturing how platform architecture shaped discourse quality: Reddit\u2019s forum structure enabled deeper narratives while X\u2019s (formerly Twitter) character constrained discussions. Algorithm-driven platforms\u2019 short-form video formats like TikTok emerged as unique media for health communication, enabling creative expression but limiting discourse depth. Multi-method studies dominated the literature (n = 15) yet struggled to meaningfully integrate quantitative metrics with qualitative insights. Frameworks are required that better combine computational approaches with qualitative analysis, while accounting for key challenges of social media data: the transient nature of data, context preservation, and post-authenticity validation.<\/jats:p>","DOI":"10.1177\/08901171251332450e","type":"journal-article","created":{"date-parts":[[2025,4,29]],"date-time":"2025-04-29T03:16:33Z","timestamp":1745896593000},"page":"692-712","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":2,"title":["Beyond Numbers: Opportunities and Challenges Using Qualitative Methods in Social Media Studies of PrEP Discourse"],"prefix":"10.1177","volume":"39","author":[{"given":"Joanne E.","family":"Mantell","sequence":"first","affiliation":[{"name":"HIV Center for Clinical and Behavioral Studies, Gender, Sexuality and Health Area, Columbia University Department of Psychiatry, New York, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tsitsi B.","family":"Masvawure","sequence":"additional","affiliation":[{"name":"Department of Integrative and Global Studies, Worcester Polytechnic Institute, Worcester, MA, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tatiana","family":"Gonzalez-Argoti","sequence":"additional","affiliation":[{"name":"Department of Medicine, Albert Einstein College of Medicine, The Bronx, NY, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Charity","family":"Oga-Omenka","sequence":"additional","affiliation":[{"name":"School of Public Health Sciences, University of Waterloo, Waterloo, ON, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Asa E.","family":"Radix","sequence":"additional","affiliation":[{"name":"Department of Medicine, Callen-Lorde Community Health Center, New York, USA"},{"name":"Department of Epidemiology, Columbia University Mailman School of Public Health, New York, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Laurie J.","family":"Bauman","sequence":"additional","affiliation":[{"name":"Departments of Pediatrics, and Psychiatry and Behavioral Science, Albert Einstein College of Medicine, The Bronx, New York, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2025,4,29]]},"reference":[{"key":"e_1_3_2_2_2","doi-asserted-by":"publisher","DOI":"10.1080\/13645579.2017.1381821"},{"key":"e_1_3_2_3_2","unstructured":"Centers for Disease Control and Prevention. HIV surveillance supplemental report: estimated HIV incidence and prevalence in the United States 2018\u20132022. https:\/\/stacks.cdc.gov\/view\/cdc\/156513. Accessed January 28 2025."},{"key":"e_1_3_2_4_2","unstructured":"Fanfair R Mermin J. Expanding PrEP coverage in the United States to achieve EHE goals. Centers for Disease Control and Prevention National Center for HIV Viral Hepatitis STD and TB prevention. https:\/\/www.cdc.gov\/nchhstp\/director-letters\/expanding-prep-coverage.html. 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