DOES IT HAVE TO BE HUMAN TO BE CREDIBLE? PERCEPTION OF DIGITAL AVATARS COMMUNICATION IN HEALTHCARE SECTOR
DOES IT HAVE TO BE HUMAN TO BE CREDIBLE? PERCEPTION OF DIGITAL AVATARS COMMUNICATION IN HEALTHCARE SECTOR

Summary/Abstract: IN THE CONTEXT OF THE COVID-19 PANDEMIC, THE USE OF DIGITAL TECHNOLOGY IN THE HEALTHCARE SECTOR HAS BECOME CRUCIAL, ESPECIALLY BECAUSE OF INCREASED HEALTH EXPENDITURES AND MEDICAL STAFF SHORTAGES. DIGITAL INNOVATIONS IN HEALTHCARE CONTINUE TO GROW IN POPULARITY, ARTIFICIAL INTELLIGENCE, VIRTUAL REALITY, AND AVATAR TECHNOLOGIES ARE TRANSFORMING THE RELATIONSHIP BETWEEN PATIENTS AND DOCTORS. IN THIS ARTICLE, WE WANT TO ADDRESS THE RELATIVE SCARCITY IN THE RESEARCH ON THE PERCEPTION OF DIGITAL AVATARS USED IN TRANSMISSION OF HEALTH MESSAGES AND THEIR USE IN HEALTHCARE SECTOR. ONE OF THE CONCERNS FOR EMERGING MEDIA STUDIES REMAINS TO ESTABLISH THE CONDITIONS IN WHICH AVATARS COULD IMPROVE THE HEALTH COMMUNICATION AND MESSAGE DELIVERY IN ORDER TO ENSURE A GREATER COMPLIANCE FROM THE PUBLIC. TO DISCOVER THESE CONDITIONS, THIS STUDY AIMS TO EXPLORE THE USE OF AVATARS IN HEALTHCARE SYSTEM, HOW THEY ARE PERCIEVED AS STAND-ALONE COMMUNICATORS AND IN COMPARISON WITH THEIR HUMAN COUNTERPARTS AND IF THEY ARE A RELIABLE ALTERNATIVE FOR PUBLIC HEALTH MESSAGES TRANSMISSION IN THIS PANDEMIC PERIOD.. AS PEOPLE TEND TO NEED ORDER, CONTROL, AND STRUCTURE IN UNCERTAIN TIMES, THE PERCEPTION OF DIGITAL AVATARS COULD CHANGE THE WAY OF HOW PATIENTS UNDERSTAND AND INTERNALIZE MEDICAL INFORMATION AND TREATMENTS AND ALSO HOW THEY ACCEPT THE INFORMATION IN MEDICAL CRISIS.

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