UNDERSTANDING SLACKTIVISM IN THE CONTEXT OF HEALTH AMONG YOUTHS IN SINGAPORE

Abstract

This study explores the motivations and barriers to health slacktivism among Singaporean youths and the potential effects of this phenomenon. In spite of emerging health concerns among Singaporean youths and the necessity of health promotion, there are little studies done on health slacktivism on social media among this target group given their active usage of these digital platforms. This study adopted a qualitative research approach whereby in-depth one-to-one interviews were conducted with 30 Singaporean youths between the age of 21-35 and who are active on at least one of the predetermined social media platforms. Findings revealed that the key motivations to health slacktivism are issue involvement, perceived benefits to self and others and group influence, while key barriers include the need for selective self-presentation and the lack of self-efficacy. It was also found that health slacktivism had an impact on youths’ awareness, attitudes and behaviour towards health but the extent of these effects are varied. Results from this study are valuable in helping health organisations understand how to better engage youths in health campaigns and to provide further insights on the planning and execution of future campaigns to achieve more positive effects on health.