Abstract

This study purports to identify and analyze health information-seeking behavior in communication media. Data were collected through observation and questionnaires, and the research location was the urban area of Makassar, South Sulawesi Province, Indonesia. The research data were analysed descriptively and quantitatively through a variable scale of frequency and cross-tabulations. Direct associations were made between the health information-seeking behavior on media channels and sex-ratio, age, and level of education. Health information-seeking behavior was very frequent on the internet-based media channels (43.9%), with an average duration of 1-4 hours per week (55.3%); health information about nutrition was the most sought-after by urban communities (30%). We conclude that maximizing the search for health information on inter-net-based media channels is essential in increasing awareness and shaping attitudes and behavior toward healthy living standards.