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People tend to know what behavior is expected of them in specific, familiar settings. A script is a person’s knowledge about the sequence of events expected in a specific setting (Schank & Abelson, 1977). Essentially, scripts are a particular kind of schema, one containing default values for the features within an event. In the restaurant example, the script's features include the props (e.g., tables, menu, food, and money), the roles to be played (e.g., customer and waiter),...
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Updated: Jan 22, 2026

Using Electroencephalography Measurements and High-quality Video Recording for Analyzing Visual Perception of Media Content
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Social Media Screening: Racial Disparities in Pap Smear Content on TikTok.

Emily J Pfender1, Claire V Wanzer2, Katelynn L Kuijpers2

  • 1University of Pennsylvania, Philadelphia, PA, USA.

Health Promotion Practice
|January 20, 2026
PubMed
Summary
This summary is machine-generated.

Public health messaging on TikTok about Pap smears is infrequent, with most videos focusing on comfort and benefits rather than cancer risks. Addressing creator diversity is key to improving cervical cancer screening education.

Keywords:
Pap smearTikTokcervical cancerdisparitieshealth communicationhealth promotionsocial media

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Area of Science:

  • Public Health
  • Health Communication
  • Social Media Research

Background:

  • Pap smear rates are declining, necessitating effective public health messaging.
  • TikTok is a significant platform for health communication and public health messaging efforts.

Purpose of the Study:

  • To analyze how Pap smears and cervical cancer screenings are discussed on TikTok.
  • To examine threat and efficacy messages within Pap smear content on TikTok using the Extended Parallel Process Model (EPPM).

Main Methods:

  • Analysis of 155 TikTok videos tagged with #PapSmear and #FirstPapSmear.
  • Categorization of messages based on threat (susceptibility, severity) and efficacy (coping strategies, benefits).
  • Inclusion of content from diverse healthcare and non-healthcare creators, analyzing engagement metrics.

Main Results:

  • Low prevalence of threat messaging (3.2%) regarding cervical cancer risks.
  • Efficacy messaging was more prevalent: 12.3% offered comfort strategies, 18.1% discussed diagnostic benefits.
  • Racial and ethnic creators showed distinct messaging patterns; health sources provided more preparation and diagnostic information.
  • Videos on diagnostic benefits received more likes; preparation tips garnered more likes, comments, and saves.

Conclusions:

  • TikTok content on Pap smears predominantly focuses on efficacy over threat, indicating a missed opportunity for risk communication.
  • Tailoring messages to address racial, ethnic, and source-based differences in content creation and engagement is crucial for effective public health education.
  • Leveraging creator diversity and engagement patterns can enhance cervical cancer screening awareness and uptake.