Page 269 - Proceedings Collega2023

REPRESENTATION OF LOCAL KNOWLEDGE ON DIGITAL MEDIA:

AN ONLINE OBSERVATION OF FACEBOOK USERS’

INTERACTIONS IN DENGUE PREVENTION AND CONTROLS

1,2
Khairun Nizam Mohammad Yusuff*
Hasrina Mustaffa* 2

Mohd Nazri Ibrahim* 1

1 Faculty of Communication and Media Studies, Universiti Teknologi MARA, Shah Alam Selangor Malaysia
2 School of Communication, Universiti Sains Malaysia, Penang Malaysia
1 khairun2324@uitm.edu.my
2 hasrina@usm.my (corresponding author)
1 nazri3498@uitm.edu.my

Abstract

The significance of digital communication technology in disseminating public health information
has gained increasing recognition within the academic sphere. While numerous prior studies have
primarily underscored the pivotal role of support groups and institutional websites as sources of health-
related information, limited attention has been directed towards examining health discourse among users
of digital media platforms. This research seeks to fill this gap by analysing the ongoing representation of
local knowledge among Facebook users in their quest to identify effective dengue fever treatments.
Employing an online observation methodology, the study will focus on selected individuals' Facebook
postings to collect data on their interactions and communicative behaviours within this social media
channel, including comments, likes, and shares. The analysis aims to offer insight into Facebook users'
perspectives about using local knowledge as a coping mechanism for dengue while shedding light on their
strategies for facilitating the broader acceptance of traditional knowledge within the public domain. By
situating these digital media practices related to local knowledge within the broader context of
representation and practices, this study raises critical questions about the potential integration of such
practices into contemporary dengue prevention and control strategies.

Keywords: Digital Media; Local Knowledge; Dengue Prevention and Controls

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