Racial and Ethnic Makeup in Hospital’s Social Media and Online Platforms: Visual Representation of Diversity in Images and Videos of Washington,D.C. Hospitals

While hospitals’ health promotion via social media has the potential to be a critical source of health information, research shows racial and ethnic disparities exist in health-related knowledge that may be, in part, related to media representation. The purpose of this study is to examine the racial and ethnic representation of people featured in Washington, D.C. hospitals’ social media platforms to understand how hospitals embed cultural competency into their health communication. By comparing the diversity of images on hospitals’ social media platforms with the demographics of hospitals’ neighboring communities, the researchers intend to highlight opportunities to improve targeted health messaging to underserved communities, particularly Black and Hispanic communities. By analyzing the images and videos posted on the three most popular social media platforms – Facebook, Twitter, and YouTube – for a one-month period, the researchers found that Whites and Asians were over-represented while Hispanics were severely under-represented in hospitals’ social media representation as compared to the community demographics. Increasing the diversity of minority representation on hospitals’ social media-based health promotion may contribute to addressing the social disparities in healthcare.