As technology improves, more people move away from human-to-human interaction to embrace computer-based communication. I’m very interested in the role technology, particularly the Internet, plays in healthcare and concerned about the effect this medium has on health promotion. Consumers are increasingly being led to the Internet to improve health behaviors. This way of life is producing both positive and negative effects, with the two most apparent outcomes being increased awareness about healthy living (positive) and decreased professional advice about healthy living and behavior change (negative).

According to Wikinomics authors Don Tapscott and Anthony D. Williams, newer Internet technology is facilitating collectivism among consumers, creating users who are active participants in, developing, editing and regulating content for the web as well as print and broadcast channels. In the opening chapter of Wikinomics, the authors explain that in the age of collaborative technology, the connected will survive and disconnected will fail. The authors write:

“A power shift is underway, and a tough new business rule is emerging: Harness the new collaboration or perish. Those who fail to grasp this will find themselves ever more isolated – cut off from the networks that are sharing, adapting, and updating knowledge to create value.”

This “power shift” is present in public health. I look at Tapscott and Williams’s collectivism theory from two health promotion perspectives. First, consumers who don’t understand how to use the Internet to obtain health information will be placed at a disadvantage in learning about personal and community health. Many of these individuals may possess the greatest healthcare needs, but their unfamiliarity with retrieving and contributing information will prevent communication with peers and health professionals who are using technology to communicate health. Secondly, healthcare professionals who don’t use mass collaboration don’t receive professional and audience input with solving serious health issues.

I was taught to look at public health from a business standpoint, with profits being increased awareness and changed behaviors. Public health educators wanting to help improve negative health behaviors often stick to tried and true theoretical approaches and tactics.  As mentioned in the book, our collaboration happens most often during committee and coalition meetings.  Because we’re taught to not reinvent the wheel (and often have little money to do so), many professionals in the field are unable to harness the power of the Internet to enable mass collaboration from colleagues and audience members. Furthermore, many of our theories are outmoded and fail to address the role technological advances like the Internet have in engaging consumers.

Tapscott and Williams warn readers that newer demands will force development of new processes and models. The authors advise professionals to “reconfigure” existing methods to meet needs. I plan to write my thesis on whether computer-mediated communication lessens relevance of traditional communication theories for behavior change. In light of Web 2.0 and other interactive technologies, I’m particularly interested in determining whether the diffusion of innovations theory should be enhanced to address message transmission through newer, more faster modes of communication that don’t rely on face-to-face interaction. The principles and use of Wikinomics provide more justification for reexamining relevance of traditional communication theories.