BACKGROUND
Patients are increasingly taking an active role in their health. In doing so, they combine both mass and interpersonal media to gratify their cognitive and affective needs (i.e., convergence). Due to methodological challenges when studying convergence, a detailed view of how patients are using different types of media for needs fulfilment is missing.
OBJECTIVE
Obtain insight into the frequency of reported convergence, how convergence affects what posters write online, motives for posting, and the needs posters try to fulfill.
METHODS
Using a hybrid method of content analysis and supervised machine learning, this study used naturally occurring data to fill this research gap. We analyzed opening posts (N = 1,708) of a forum targeted towards cancer patients and their relatives (Kanker.nl).
RESULTS
The results show that nearly one-third of the forum opening posts contained signs of convergence in mass or interpersonal media. Posts containing mass media references disclosed less personal information and were more geared towards community enhancement and sharing experiences compared to posts without convergence. Furthermore, compared to posts without signs of convergence, posts that include interpersonal media references disclosed more personal information, and posters were more likely to ask for the experiences of fellow users to fulfill their needs. Within posts containing signs of convergence, posts including interpersonal media references reported fewer shortages of information, disclosed more information about the disease and were more active in seeking other posters’ experiences compared to posts containing mass media references.
CONCLUSIONS
The current study shows how intertwined media platforms are for patients. The insights of this study can be used to adapt the health care system towards a new type of health information-seeking behavior in which one medium is not trusted to fulfill all needs. Instead, providers should incorporate the intertwinement of sources by providing patients with reliable websites and forums through which they can fulfill their needs.
CLINICALTRIAL