Hospital Social Marketing and Agenda Setting Research on Elderly Subjectivity (78960)

Session Information: Loneliness
Session Chair: Ilze Slabbert

Thursday, 28 March 2024 11:10
Session: Session 2
Room: Room 608
Presentation Type: Oral Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

In response to the aging population in Taiwan, this study conducted a case study on a long-term care institution, specifically a nursing home. Utilizing the dynamics of interactive groups based on symbiosis and collaborative learning at the operational level of subjectivity theory, the research employed agenda-setting theory in activity design. A total of twelve residents and 20 nursing home staff and workers, including management, volunteers, interns, and caregivers, participated in this research activity, engaging in discussions on elderly-centered agenda setting and observing social marketing activities. After conducting case analysis, interviews, and social activities, emotional cues and contact/reaction points were identified as persuasive means. Subsequently, a promotional video was created, emphasizing the nursing home's unique strategy in promoting subjectivity. This advertisement addressing issues related to the aging population was part of a social marketing initiative, targeted towards both the nursing home administration and residents. The research findings indicated that staff believed that increasing transparency, support, and a sense of trust were positively correlated with enhancing participants' subjectivity motivation. Following participation in the activities, residents showed a positive correlation between knowledge, confidence, and the importance of subjective issues, facilitating opportunities for successful aging subjectivity. Over 60% of residents and over 70% of staff believed that these activities contributed to the hospital's positive social image.

Ying-Ying Chen, National United University, Taiwan

About the Presenter(s)
Professor Ying-Ying Chen is a University Assistant Professor/Lecturer at National United University in Taiwan

See this presentation on the full scheduleThursday Schedule

Conference Comments & Feedback

Place a comment using your LinkedIn profile


Share on activity feed

Powered by WP LinkPress

Share this Presentation

Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00