Charting The Virtual Landscape: Netnographic Insights into The Structure of Nursing Online Communities

Abstract

This study aimed into the structural dynamics of the selected nursing online communities (SNOCs), with a particular focus on understanding the nature and groups of actors involved. Social media (SM) profoundly impacts nursing by facilitating information exchange, networking, and socio-political engagement. It transforms education, enhances professional growth, and influences healthcare policy discussions. Despite benefits ethical concerns persist, urging standardized guidelines for responsible SM use. SM misuse risks patient confidentiality breaches and professional repercussions. This underscores SM’s potential for nurses while advocating for ethical management, emphasizing the need for standardized guidelines in navigating its complex landscape. This study employed qualitative-interpretive Netnography to investigate online communities and cultures, focusing specifically on conducting structural analysis within SNOCs. The study examined two prominent SNOCs managed by Filipino registered nurses. Data comprised archived posts, comments, and images extracted from January 2011 to April 2020, utilizing both technical and manual methods. Rigorous coding and thematic categorization were applied, employing constant comparative analysis for thorough examination. The findings reveal two primary structural categories within the SNOCs— the Nature of Actors and Group of Actors. The Nature of Actors unfolds through five thematic dimensions represented by the acronym NURSE: Nihilist, Uplifter, Rabble rouser, Supporter, and Enquirer. The Nihilists express disappointment and distrust towards authorities and organizations, highlighting grievances and disillusionment. The Uplifters radiate hope and positivity, offering prayers and well-wishes for a brighter future. The Rabble-Rousers incite arguments with criticism and sarcasm, often resorting to insults and offensive language The Supporters foster healthy discourse, offering solutions and defending against misinformation, while extending commendations for achievements Lastly, the Enquirers seek government and organizational support, requesting updates and verification on various nursing-related matters, and they aim to stay informed and engaged within the community. Simultaneously, the Group of Actors comprises two distinct personas— Goodwill Promoters and Disruptive Agents. The Goodwill Promoters champion collective benefit through constructive engagement, fostering unity for common goals — striving for harmony and progress. In contrast, the Disruptive Agents sow discord by inciting conflict, undermining discourse with negativity, which hinders constructive dialogue and impedes collective advancement. The study’s comprehensive approach provides a deeper understanding of the diverse roles and behaviors exhibited within these virtual spaces, shedding light on the multifaceted nature of interactions and relationships among participants in the digital nursing community.