The purpose of the current study is to theorize and apply a socio-technological model – the powerful influence of social determinants in conditioning the effects of information attention on social outcomes. Fundamentally, this study is motivated by the idea that the social determinants of information flow can be used as a predictive tool to inform public socio-policy decisions.
This study draws upon digital disparity literature and uses publicly available Google search queries in exploring online information attention and its relationships to the HIV/AIDS diffusion in US cities. This study’s secondary data collected from extant sources is used to draw attention to a holistic urban ecology under which online search attention represents the variation of information access at the aggregate level.
The main finding shows that online information attention, as indicated by search trend, is far from being a simple predictor, but operates in complex interactions with existing social environments. A bivariate correlation between AIDS information search and AIDS diffusion rate was found to be significant. However, predictive multivariate models displayed robust effects of social contextual variables, such as income level and racial composition of cities, in moderating the effect of online search information flow.
The importance of these insights is discussed for reducing socio-health disparities at the macro-social level, and policymakers and health administrators are recommended to incubate supportive online infrastructure as an effective preventive measure at the time of a crisis.
The unique contribution of this study is the premise that looks at the aggregate-ecological contour of cities within which the potential benefits of information occur, instead of examining the isolated function of mediated information per se. In this vein, online information search, in lieu of the exposure to mass media message that is often measured via self-reported items, is a particularly unique and fruitful area of future inquiry that this study promotes.
