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Breast Cancer on Instagram: A Descriptive Study.

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Area of Science:

  • Social media analysis
  • Health communication
  • Digital health

Background:

  • Breast cancer significantly impacts patients and their social networks.
  • There is a growing need for reliable breast cancer information and support.
  • Social media platforms are increasingly used for health-related discussions.

Purpose of the Study:

  • To document and analyze the content of Instagram posts using the #breastcancer hashtag.
  • To identify common themes and attributes within breast cancer-related social media content.
  • To understand how visual elements influence the content of these posts.

Main Methods:

  • Data collection from Instagram using the #breastcancer hashtag.
  • Analysis of posts at three distinct time points in 2018.
  • Aggregation and quantitative analysis of garnered data.

Main Results:

  • The most frequent post attributes included individual stories (n=76), support discussions (n=75), and treatment information (n=55).
  • Promotion of alternative treatments or products was also noted (n=24).
  • Posts featuring people were more likely to share individual stories (P=0.001) and discuss treatments (P=0.046).

Conclusions:

  • Instagram posts about breast cancer frequently highlight personal experiences and support.
  • A portion of content promotes unverified alternative treatments.
  • Further research should explore best practices for creating reliable breast cancer information on social media.