Journal of Modern Internet of Things
Journal of Modern Internet of Things (MIOT)
ISSN: 2169-6446 (Print)
ISSN: 2169-6462 (Online)
Editor-in-Chief: Prof. Jacques Fayolle, Université Jean Monnet, France

Paper Infomation

Journal of Modern Internet of Things, Vol. 2, Issue 1, February 2013, Pages 1-7.

Health Education via YouTube: Characteristics of Successful Antismoking Videos

Gayle Prybutok1, Brian O'Connor1, Victor Prybutok1

1University of North Texas

Timely, accurate, and relevant health education that facilitates lifestyle changes in targeted populations is a public health imperative [44]. Paek, Kim & Hove [27] reported that for decades, antismoking campaigns in the US have successfully reduced the number of adult smokers, except for young adults, aged 18-24. Progress with this at risk population remains limited. Scientists report that smoking avoidance or cessation before age 30 can eliminate more than 90% of the cancers associated with smoking. According to Jha [16], those who stop smoking are as successful in avoiding cancer as those that never start smoking, so reaching people in this critical age range is essential. However, at risk 18-30 year olds may not seek antismoking information because as young, healthy people, they do not consider themselves at risk; they do not use tobacco and have no interest in learning about the associated risks; or they enjoy using tobacco and don’t want to stop. Social media venues foster user acquisition of the most current health information available, engagement with other users facing the same issues, and the opportunity for users to actively manage their own health [38]. While 18-30 year olds actively use social media for entertainment, social engagement, relaxation, and information exchange [17], will they view social media as viable sources of important health information? This study examines 5 highly viewed antismoking videos available on YouTube (6/20/12) and seeks to provide academic face validation of the list of the top ten viral video characteristics designated by Mani Karthik on in May of 2010. This scale has not been the focus of an academic study to date, and has not been applied specifically to antismoking health videos, but can potentially provide useful guidelines for health educators interested in capitalizing on the scope and use of this venue by 18-30 year olds.

Health Education; You tube; Cancer; Smoking Prevention

Alexa. (2011). About You Tube. Retrieved March 28, 2011 from
Anderson, R. & O’Connor, B. (2009, June-July). Reconstructing bellour: Automating the semiotic analysis. ASIST Bulletin, June-July, 2009. 35(5.) Retrieved from 09/JunJul09_Anderson_OConnor.html.
Baird-Harris, K. (2009). Fair balance? An analysis of the functional equivalence of risk and benefit information in prescription drug direct-to-consumer television advertising (Unpublished doctoral dissertation). University of North Texas, Denton, Texas.
Belkin, NJ. (1980a). The problem of ‘matching’ in information retrieval. In O. Harbo & L, Kajberg (Eds), Theory and application of information research: proceedings of the second international research forum on information science (pp. 187-197).
Belkin, NJ. (1980b). Anomalous states of knowledge as a basis for information retrieval. Canadian Journal of Science, 5, 133-143.
Belkin, N.J., Oddy, R.N., & Brooks, H.M. (1982). Ask for information retrieval: Part I. background and theory. Journal of Documentation, 38 (2), 61-71.
Chen, H. (2008). Understanding content consumers and content creators in the web 2.0 era: A case study of YouTube users. Conference Papers -- International Communication Association. 1-34.
Cheng, X., Dale, C., & Liu, J. (2007). Understanding the characteristics of Internet short video sharing: YouTube as a case study. Technical Report arXiv:0707.3670v1 {cs.NI}, Cornell University, arXiv e-prints, July, 2007.
Choi, S. M., Kim, Y., Sung, Y., & Sohn, D. (2011). Bridging or bonding? A cross-cultural study of social relationships in social networking sites. Information, Communication & Society, 14, 107-129. doi:10.1080/13691181003792624.
Chou, W. S., Hunt, Y. M., Beckjord, E. B., Moser, R. P., & Hesse, B. W. (2009). Social media use in the United States: Implications for health communication. Journal of Medical Internet Research, 11(4), e48-e48.
Cline, R. J., & Haynes, K. M. (2001). Consumer health information seeking on the internet: The state of the art. Health Education Research, 16(6), 671-692
Dervin, B. (1983). Information as a user construct: The relevance of perceived information needs to synthesis and interpretation’ In S. A. Ward & L. J. Reed (Eds.) Knowledge structure and use: Implications for synthesis and interpretation, (pp. 153-184). Philadelphia: Temple University Press.
Dervin, B. (1992). From the mind’s eye of the user: The sense making qualitative-quantitative methodology, In J,D. Glazier, & R.R. Powell (Eds.), Qualitative research in information management (pp. 61-84). Englewood, CO: Libraries Unlimited.
Erdelez, S. (1997). Information encountering: A conceptual framework for accidental information discovery. In P. Vakkari, R. Savolainen, & B. Dervin (Eds.) Information seeking in context: Proceedings of the international conference on research in information needs, seeking and use in different contexts (pp. 412-421). London: Taylor Graham.
Gerlich, R. N., Browning, L., & Westermann, L. (2010). The social media affinity scale: Implications for education. Contemporary Issues in Education Research, 3(11), 35-41.
Jha, P. (2009). Avoidable global cancer deaths and total deaths from smoking. Nature Reviews. Cancer, 9(9), 655-664.
Jones, S. & Fox, S. (2009). Generations online in 2009: In Pew Internet and American life project. Retrieved March 1, 2011 from
Kahn, J. (2008). The wisdom of patients: Health care meets online social media. Medical Benefits, 25(13), 12-12.
Karthik, M (2010, May 17). 10 tips on making viral videos Strategies from successful examples. (web long comment). Retrieved from / .
Kelly, B.J., Niederdeppe, J., & Hornik, R.. (2009). Validating measures of scanned information exposure in the context of cancer prevention and screening behaviors. Journal of Health Communication, 14(8), 721-740.
Kuhlthau, C.C. (1984). Students and the information search process: Zones of information for librarians. Advances in Librarianship, 18, 57-72.
Kuhlthau, C.C. (1991). Inside the search process: Information seeking from the user's perspective. Journal of the American Society for Information Science, 42(5), 361-371.
Kuhlthau, C.C. (1999). The role of experience in the information search process of an early career information worker: Perceptions of uncertainty, complexity, construction, and sources. Journal of the American Society for Information Science, 50(5), 399-412.
Kuhlthau, C.C. (1999). The role of experience in the information search process of an early career information worker: Perceptions of uncertainty, complexity, construction, and sources. Journal of the American Society for Information Science, 50(5), 399-412.
Liu, Y. (2010). Social media tools as a learning resource. Journal of Educational Technology Development and Exchange, 3(1), 101-114.
Luo, J. S. (2008). Patient education in the Internet age. Primar Psychiatry, 15(4), 24-26.
Paek, H., Kim, K., & Hove, T (2010). Content analysis of antismoking videos on YouTube: Message sensation value, message appeals, and their relationships with viewer responses. Health Education Research, 25(6), 1085-1099. doi: 101093/her/cyq063.
Pew Research Center’s Internet and American Life Project. (May, 2010). Tracking survey. Retrieved March 23, 2012 from Data/Whos-Online.aspx.
Rajapat, V. (2009). Social media: Trends & growth of digital media. Siliconindia, 12(6), 28-30.
Reuters Limited. (2006), YouTube serves up 100 million videos a day online. USA Today, July 16, 2006.
Reynolds, B. J. (2010). Building trust through social media. CDC’s experience during the H1N1 influenza response. Marketing Health Services, 30(2), 18-21.
Rogers, E. M. (1995). Diffusion of innovations (4th ed.). New York: Free Press.
Saracevic, T. (2007). Relevance: A review of the literature and a framework for thinking on the notion in information science. Part II: Nature and manifestations of relevance. Journal of the American Society for Information Science and Technology, 58(13), 1915-1933. Doi: 10.1002/asi.20682
Scale, M. (2008). Facebook as a social search engine and the implications for libraries in the twenty-first century. Library Hi Tech, 26(4), 540-556.
Schamber, L., & Eisenberg, M. (October,1988). Relevance: The search for a definition. Paper presented at the Annual Meeting of the American Society for Information Science, Atlanta, Ga.
Smith, S. W., Nazione, S., LaPlante, C., Kotowski, M. R., Atkin, C., Skubisz, C. M., & Stohl, C. (2009). Topics and sources of memorable breast cancer messages and their impact on prevention and detection behaviors. Journal of Health Communication, 14(3), 293-307. doi:10.1080/10810730902805903
Stefanone, M. A.,Lackaff, D., & Rosen, D. (2010). The relationship between traditional mass media and “Social media”: Reality television as a model for social network site behavior. Journal of Broadcasting & Electronic Media, 54(3), 508-525. doi:10.1080/08838151.2010.498851.
Suggs, L. S. (2006). A 10-year retrospective of research in new technologies for health communication. Journal of Health Communication, 11(1), 61-74. doi:10.1080/10810730500461083
Taylor, R. S. (1986). Question negotiation and information seeking in libraries. College and Research Libraries, 29 (3), 178-194.
Thelwall, M., & Wilkenson, D. (2010). Public dialogs in social network sites: What is their purpose? Journal of the American Society for Information Science & Technology, 61(2), 392-404. doi:10.1002/asi.21241.
Tian, Y., & Robinson, J. (2007). Accidental learning of health information among cancer victims and cancer free adults. Conference Papers -- National Communication Association, 1.
Williamson, K. (1998). Discovered by chance: The role of incidental information acquisition in an ecological model of information use. Library & Information Science Research, 20(1), 23-40.
Wilson, T.D., (1997). Information behavior: An interdisciplinary perspective. Information Processing and Management. 33(4), 551-572.
Valencia, M., Kingston, N., Nakamura, R., Rosenfield, F., & Schwartz, M. (2004). The evolution of health education: the Kaiser Permanente Southern California experience. Health Promotion Practice, 5, 20-27.