JMIR Publications

ABSTRACT

Background:

Background:

The Native Hawaiian and Pacific Islander (NHPI) population experiences disproportionately higher rates of food insecurity, a risk factor for cardiometabolic diseases, such as cardiovascular disease, type 2 diabetes, obesity, and hypertension, when compared to White individuals. Novel and effective approaches that address food insecurity are needed for NHPI peoples, particularly in areas of the continental U.S. where many NHPI families have migrated to. Social media may serve as an opportune setting to reduce food insecurity and reduce risk factors for cardiometabolic diseases among NHPI people but is unclear if and how food insecurity is discussed in online communities targeting NHPI individuals.

Objective:

Objective:

The objective of the current study was to characterize the quantity, nature, and audience engagement of messages related to food insecurity posted online in community groups and organizations that targeted NHPI audiences.

Methods:

Methods:

Publicly accessible Facebook pages and groups focused on serving NHPI community members living in the states of Washington or Oregon served as the data source. Posts on these webpages between March-June 2019 (pre COVID-19 pandemic) and March-June 2020 (during COVID-19 pandemic) that were related to food security were identified using a set of 36 related keywords. Data on the post and any user engagement (i.e., comments, shares, or digital reactions) were extracted for all relevant posts. A content analytical approach was used to identify and quantify the nature of the identified posts and any related comments. The codes resulting from the content analysis were described and compared by year, page type, and engagement.

Results:

Results:

Of the 1,314 non-duplicated posts in the 7 relevant Facebook groups and pages, 88 were related to food security (8 in 2019 and 80 in 2020). The nature of posts was broadly classified into literature-based codes, food assistance (the most common), perspectives of food insecurity, community gratitude and support, and macrolevel contexts. Seventy-four percent of posts had some form of engagement; and posts reflecting community gratitude and support or culture had more engagement than posts which did not, M=19.9; 95% CI=11.2, 28.5 vs. M=6.1; 95% CI=1.7, 10.4 and M=26.8; 95% CI=12.7, 40.9 vs. M=5.3; 95% CI=3.0, 7.7, respectively.

Conclusions:

Conclusions:

This study observed that food security-related posts in publicly-accessible Facebook groups targeted NHPI individuals living in Washington and Oregon largely focused on food assistance, but cultural values of gratitude, maintaining NHPI culture, and supporting children were reflected. Social media may provide an opportunity to reach a unique cultural group in the U.S. which experiences inequitably high rates of food insecurity and risk of cardiometabolic diseases. Clinical Trial: Not applicable