Hospital Social Marketing and Agenda Setting Research on Elderly Subjectivity


In response to the aging population in Taiwan, this study conducted a case study on a long-term care institution, specifically a nursing home. Utilizing the dynamics of interactive groups based on symbiosis and collaborative learning at the operational level of subjectivity, the research employed agenda-setting theory in activity design. A total of twelve residents and 20 nursing home staff and workers, including nurses, volunteers, interns, and caregivers, participated in this research activity, engaging in discussions on elderly-centered agenda setting and observing social marketing activities. After conducting case analysis, interviews, and social-marketing activities, emotional cues and levels of interaction were identified as persuasive means. Subsequently, a promotional video was created, emphasizing the nursing home's unique strategy in promoting subjectivity. This advertisement addressing shared feelings and emotions related to the aging population was part of a social marketing initiative, targeting both the nursing home administration and residents. The research findings indicated that staff involved with this project believed that increasing transparency, support, and a sense of trust were positively correlated with enhancing participants' subjectivity. Residents in this nursing home showed a positive correlation between know-how, motivation, and the importance of subjective issues, facilitating opportunities for successful aging. Over 60% of residents and over 70% of staff believed that these activities contributed to the hospital's positive social image.

Author Information
Ying-Ying Chen, National United University, Taiwan

Paper Information
Conference: AGen2024
Stream: Loneliness

This paper is part of the AGen2024 Conference Proceedings (View)
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To cite this article:
Chen Y. (2024) Hospital Social Marketing and Agenda Setting Research on Elderly Subjectivity ISSN: 2432-4183 The Asian Conference on Aging & Gerontology 2024: Official Conference Proceedings
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Posted by James Alexander Gordon