Influencer communication in diabetes health: analysis of the Diabetes X podcast
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Abstract
The article analyzes the evolution of podcasting and influencer marketing in health communication through the study of the podcast Diabetes X. In a context marked by the phenomenon of the “infodemic,” the study highlights the growing need for reliable information to support health management. The research examines how influencers and informal content formats, such as podcasts, contribute to the dissemination of information about diabetes and facilitate engagement with broad and diverse audiences. Methodologically, the study combines a content analysis of the first season of the podcast with an analysis of its dissemination strategy on Instagram. The results identify the main communication strategies used to address different aspects of diabetes, aimed at promoting health education and raising listeners’ awareness. The findings demonstrate the podcast’s capacity to establish emotional connections with the audience through shared experiences and identification with the content. Furthermore, the study confirms the central role of the influencer as a prescriber, grounded in credibility and the presentation of personal experiences, as well as the effectiveness of the conversational genre for the dissemination of health-related content.
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