Cross-Platform Analysis of Mammography Narratives: A Comparative Study on Social Media Engagement

This study examines the representation of mammography on social media platforms, specifically, X (Twitter), Facebook, TikTok, and Instagram, from 2006 to 2023. X (Twitter) went public in 2006, Facebook in 2004, Instagram in 2012, and TikTok in 2018 (after merging with Musical.ly). The analysis starts from after the public launch years to analyze personal experiences shared online.

A retrospective content analysis was conducted on 1,771 posts using specific hashtags related to mammography. Posts were categorized into themes including emotional and psychological impacts, clinical and procedural details, and social and supportive interactions. The analysis involved summarizing the distribution of themes across different social media platforms, focusing on frequency counts and percentages.

The analysis revealed that, among included posts, Instagram hosted the most discussions (621 posts), followed by TikTok (457 posts), X (Twitter) (403 posts), and Facebook (290 posts). Key themes identified included raising awareness (1,735 posts), spreading positivity (1,675 posts), and discussing clinical aspects, such as diagnosis (1,197 posts) and quality of life (1,011 posts). Posts often highlighted concerns about discomfort (701 posts) and anxiety (835 posts) related to mammography, while also emphasizing the importance of early detection and the support found within online communities.

Social media serves as a powerful tool for public health communication, offering a mix of positive narratives and highlighting concerns about mammography. The significant engagement from the general public reflects a diverse array of perspectives that can inform future health communication strategies.