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Title: Health communities as permissible space: supporting negotiation to balance asymmetries
Authors: Keeling, Debbie I.
Laing, Angus
Newholm, Terry
Issue Date: 2015
Publisher: © Wiley Periodicals, Inc.
Citation: KEELING, D.I., LAING, A. and NEWHOLM, T., 2015. Health communities as permissible space: supporting negotiation to balance asymmetries. Psychology & Marketing, 32 (3), pp. 303 - 318.
Abstract: Online communities provide promising opportunities to support patient–professional negotiations that address the asymmetries characterizing health services. This study addresses the lack of in-depth understanding of these negotiations, what constitutes successful negotiation outcomes, and the potential impact of negotiation on offline health behaviors. Adopting a netnographic approach, two threads were observed from each of the four online health communities focusing on breast cancer, prostate cancer, depression, and diabetes, respectively. This analysis was supplemented with 45 in-depth interviews. The evidence suggests that online health communities can be constructed as permissible spaces. Such virtual spaces facilitate the type of patient–professional negotiations that can redress asymmetries. The critical elements of the negotiation process are identified as occupation, validation, advocacy, and recording. These support patients and professionals as they debate and resolve conflicts in how they experience health. Direct tangible offline negotiation outcomes are reported (e.g., changes in treatment plans). Implications for professional–patient partnerships are also explored.
Description: Closed access until 27 Jan 2017
Sponsor: The project from which the data within this article are derived was funded by the National Institute for Health Research Service Delivery and Organisation program (project number 08/1602/130).
Version: Accepted for publication
DOI: 10.1002/mar.20781
URI: https://dspace.lboro.ac.uk/2134/17113
Publisher Link: http://dx.doi.org/10.1002/mar.20781
ISSN: 0742-6046
Appears in Collections:Closed Access (Business School)

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