{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,4]],"date-time":"2026-05-04T23:19:25Z","timestamp":1777936765390,"version":"3.51.4"},"reference-count":44,"publisher":"SAGE Publications","issue":"8","license":[{"start":{"date-parts":[[2016,7,10]],"date-time":"2016-07-10T00:00:00Z","timestamp":1468108800000},"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":["New Media &amp; Society"],"published-print":{"date-parts":[[2016,9]]},"abstract":"<jats:p>Social media use by health practitioners helps articulate a subculture-centered approach to public health communication. This article explores public health practitioners\u2019 communication strategies with one subculture: young (18- to 29-year-old) men who have sex with men (MSM). Interviews with staff at a public health clinic reveal the use of a variety of social media systems to engage potential MSM clients (e.g. Facebook, Twitter, Instagram, Grindr, and Google+). Public health communicators\u2019 social media use reflected the esthetic, behavioral, and media preferences of a high-risk target group and the ethical risks associated with publicly viewable communication. Social media became a platform for integrated multi-channel communication that comprised both top-down (i.e. institution centric) and bottom-up (i.e. subculture centric) communication flows that work together in a complementary fashion. Ultimately, subculture-centered social media use in this setting helps minimize cultural barriers between members of a public health subculture and the institutions that provide critical care.<\/jats:p>","DOI":"10.1177\/1461444815570294","type":"journal-article","created":{"date-parts":[[2015,2,2]],"date-time":"2015-02-02T22:49:59Z","timestamp":1422917399000},"page":"1750-1767","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":22,"title":["Subculture-centered public health communication: A social media strategy"],"prefix":"10.1177","volume":"18","author":[{"given":"Lindsay","family":"Ems","sequence":"first","affiliation":[{"name":"Indiana University, USA"}]},{"given":"Amy L","family":"Gonzales","sequence":"additional","affiliation":[{"name":"Indiana University, USA"}]}],"member":"179","published-online":{"date-parts":[[2016,7,10]]},"reference":[{"key":"bibr1-1461444815570294","volume-title":"Health and Culture: Beyond the Western Paradigm","author":"Airhihenbuwa C","year":"1995"},{"key":"bibr2-1461444815570294","volume-title":"Power and Community: Organizational and Cultural Responses to AIDS","author":"Altman D","year":"1994"},{"key":"bibr3-1461444815570294","volume-title":"Personal Connections in the Digital Age","author":"Baym NK","year":"2010"},{"key":"bibr4-1461444815570294","first-page":"124","volume-title":"The Time of AIDS: Social Analysis, Theory, and Method","author":"Bolton R","year":"1992"},{"key":"bibr5-1461444815570294","volume-title":"Rethinking AIDS Prevention: Cultural Approaches","author":"Bolton R","year":"1992"},{"key":"bibr6-1461444815570294","doi-asserted-by":"publisher","DOI":"10.1080\/136910599300996"},{"key":"bibr7-1461444815570294","doi-asserted-by":"publisher","DOI":"10.4324\/9780203357057_chapter_1"},{"key":"bibr8-1461444815570294","volume-title":"Subcultural Conflict and Working Class Community","author":"Cohen P","year":"1972"},{"key":"bibr9-1461444815570294","doi-asserted-by":"publisher","DOI":"10.1080\/01972240490507983"},{"key":"bibr10-1461444815570294","doi-asserted-by":"publisher","DOI":"10.1177\/1049732304267763"},{"key":"bibr11-1461444815570294","volume-title":"Communicating Health","author":"Dutta MJ","year":"2008"},{"key":"bibr12-1461444815570294","doi-asserted-by":"publisher","DOI":"10.1177\/1049732312462241"},{"key":"bibr13-1461444815570294","volume-title":"The Subcultures Reader","author":"Gelder K","year":"2005"},{"key":"bibr14-1461444815570294","doi-asserted-by":"publisher","DOI":"10.1177\/1461444814558670"},{"key":"bibr15-1461444815570294","doi-asserted-by":"publisher","DOI":"10.1007\/s11606-010-1526-3"},{"issue":"1","key":"bibr16-1461444815570294","volume":"2","author":"Harris JK","year":"2013","journal-title":"Frontiers in Public Health Services and Systems Research"},{"key":"bibr17-1461444815570294","volume-title":"Subculture, the Meaning of Style","author":"Hebdige D","year":"1979"},{"key":"bibr18-1461444815570294","doi-asserted-by":"crossref","unstructured":"Heeks R (2009) The ICT4D 2.0 manifesto: where next for ICTs and international development? 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