Objectives

To explore the experiences of a group of participants in a university community with the web in general and with digital contents on public health, to describe their motivations and to understand how social networks influence their interaction with content on public health.

Methodology

Qualitative research. Deep semi-structured interviews were conducted to understand the phenomenon.

Results

Five categories emerged after the study: socialization and internalization of the cyberculture, social marketing linked to the web and public health, culture of fear and distrust, the concept of health, and the health system and public health.

Conclusions

Participants have internalized the web and have given it a strong symbolic capital. The challenges of public health 2.0 are not only to achieve interaction with users and to get a place in cyberspace, but also to fight against the stigma of the "public" and to take advantage of the influence of the web on small-world networks to communicate.