"I Can Do That Too": Green Physical Activity on Social Media

Abstract

Social media (SM) can create community for green physical activity (GPA) participants. To harness the power of SM as a health communication tool, understanding of how people view and interact with GPA-related content is necessary. Purpose: Qualitatively explore perceptions around GPA-related SM content. Methods: In 8 focus groups, participants (N=31) were queried on GPA history, SM content, and thoughts surrounding content. Two independent raters organized data into themes using an inductive approach. Results: When viewing GPA-related SM, participants feel inspiration, responsibility for the outdoors, and competition/comparison. They understand that SM is a construct beyond their control (e.g., algorithm awareness), think information evaluation is crucial (e.g., “is it true?”), and wish for accurate representation (e.g., “be real”). Participants seek diverse perspectives (e.g., race/ethnicity, gender) to curate their SM experience. They follow GPA-related SM for information-seeking, exposure to new activities, and outdoor scenery viewing. Content can remove gatekeeping (e.g., share resources/information) and provide social influence (e.g., modeling, motivation). Conclusion: Themes can inform SM health communication campaigns around improving GPA participation rates.