Impact of Social Media on Power Relations of Korean Health Activism

Kyujin Shim

doi:10.17645/mac.v2i2.7

Abstract

This case study explores how the Korea Leukemia Patient Group (KLPG) uses social media in its internal communication strategy and how that empowers its relationship with external counterparts. This study’s findings indicate that the communication strategy of the local health Non-Governmental Organization (NGO) is changing in response to the increased effectiveness and impact of social media. Using social media (e.g., Twitter) the KLPG can quickly and effectively construct an issue-based advocacy group. Consequently, more legitimacy and representativeness through collected support from the general public have further empowered the KLPG. Yet, the sustainability component in the relationships built through social media use was not evidenced in the current findings. The effects of social media use were analyzed based on data from interviews with top-level KLPG executive members and general members, and from documentation and archival materials. Limitations and suggestions for future research are included.

Highlights

In the arena of global health, local activism is of high importance to transnational corporations’ issues management and community relations (Sriramesh, 2010)
This study aims to explore how one specific Korean health Non-Governmental Organization (NGO), the Korea Leukemia Patient Group, uses social media in its internal communication strategy and how that empowers its relationship with external counterparts
The results section includes direct quotations from interviewees, information from archival materials, and documentation. From this point forward, items attributed to Korea Leukemia Patient Group (KLPG) leader Ahn Ki-Jong, refer to the research interview of November 24, 2011

Summary

Introduction

In the arena of global health, local activism is of high importance to transnational corporations’ issues management and community relations (Sriramesh, 2010). As huge expansions of social media (e.g., Facebook and Twitter) have facilitated the e-mobilization of local activist organizations, these new social media are influential on their efficient, consistent and timely communication with the public and with their current and potential internal members (Seo, Kim, & Yang, 2009; Sriramesh, 2010). In this regard, the case study aims to investigate how social media use in a local health activists’ organization, the Korea Leukemia Patient Group, shapes internal communication, how changing organizational routines affect inner culture, and how these changes affect its external communication strategy. In the Korean context, major political driving forces exist in social activism, such as anti-Western sentiment and resistance to capitalistic reformation and policy implementation

Objectives

Results

Discussion

Conclusion