Communication to prevent Skin Cancer: An Analysis of the strategic use of the social media Twitter in Spain
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Abstract
Introduction: Today's society is faced with the unstoppable advance of skin cancer, one of the most common and lethal cancers worldwide. In Spain, its incidence continues to increase in the population and, more incipiently, in young people. This segment of the population is potentially vulnerable to this type of cancer due to the high frequency of exposure to solar radiation without taking preventive measures, and the tanning culture. Educating in photoprotection habits is the best way to reduce the risk of skin cancer. Social media has become essential for raising awareness and promoting healthy behaviours. This study identifies and analyses the communication on skin cancer prevention disseminated on Twitter in Spain by the main strategic issuers involved in this work. Methodology: Quantitative content analysis was carried out to determine the first and second levels of agenda-setting communication. For this purpose, 2,486 publications issued on Twitter between April and July 2022 were collected. Results: The findings show a predominance of information related to unspecified skin cancer, melanoma and photoprotection, mostly focused on the causes of the disease with sun exposure as the main risk factor. Conclusions: In the end, we found an imbalance in the agenda concerning topics and framing that reveals insufficiently optimised communication on Twitter.
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Funding data
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Ministerio de Ciencia e Innovación
Grant numbers PID2020-116487RB-100 -
Agencia Estatal de Investigación
Grant numbers PID2020-116487RB-100
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