Using New Media to Build Social Capital for Health

Abstract

The present article presents an exploratory qualitative process evaluation study of ‘Ambassador’ participation in CityNet, an innovative informationcommunication technology-based (ICT) project that aims to build aspects of social capital and improve access to information and services among disadvantaged groups in Nottingham, UK. A purposive sample of 40 ‘Ambassadors’ interviewees was gathered in three waves of data collection. The two emergent analytic themes highlighted how improvements in confidence, self-esteem and social networks produced via participation were mitigated by structural problems in devolving power within the project. This illustrates how concepts of power are important for understanding the process of health promotion interventions using new media.