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Emily Pfender, an assistant professor in the department of communications at the University of Delaware, is a researcher on a new study in Health Communication. She explains the focus of the research:

This study investigates memorable health messages that young adults receive on social media. Our study suggests that young adults now recall health messages from influencers and strangers online rather than from doctors, friends or family members.

The Theory of Memorable Messages traditionally says that we recall lifelong messages from trusted individuals in our networks. However, our study finds that young people's most memorable health messages are coming from strangers and influencers on social media. Most didn't even follow the influencer, so they came across them only once. Some recalled these messages for more than six years. Memorable messages can last a lifetime.

Memorable health messages were both problematic and empowering. Some promoted universal health prescriptions like using mouth tape to change the shape of your jaw, drinking 2 cups (16 fluid ounces) of spearmint tea per day to help with PCOS or avoiding seed oils. Others promoted autonomy in health, such as viewing health as holistic and seeing mental health as part of overall well-being.

It changes everything we know about how memorable messages work. The fact that someone's most memorable health message comes from a stranger or influencer who likely has a financial stake in people following their health recommendations and buying their products is alarming.

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