Ethos in E-Health: From Informational to Interactive Websites
The proliferation of medical information online, without physicians or peer reviewers as gatekeepers, has made e-health an important focus for credibility research. Web 2.0, enabling lay users to contribute content, has complicated patients' challenge of deciding who to trust. To help inspire trust, an e-health website must convey a credible ethos in its homepage and other pages that constitute a user's first impression of a site. This chapter compares the visual and textual ethos strategies of three major e-health sites that represent a continuum from informational to interactive: a government site, a commercial site, and a patient social networking site. The findings reveal a variety of features, such as scientific imagery, privacy seals, and video of patient stories, that can ultimately contribute to an ethos based in expertise and/or in community. This study has implications for the design and evaluation of trustworthy e-health communication.
Establishing and Evaluating Digital Ethos and Online Credibility
Bakke, A. (2017). Ethos in E-Health: From Informational to Interactive Websites. In M. Folk & S. Apostel (Eds.), Establishing and Evaluating Digital Ethos and Online Credibility (pp. 85–103). IGI Global. Retrieved from http://www.igi-global.com/chapter/ethos-in-e-health/171538
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