Celebrity Cancer on Twitter: Mapping a Novel Opportunity for Cancer Prevention

Cancer Control : Journal of the Moffitt Cancer Center
Sarah C VosCarter T Butts

Abstract

Social media platforms have the potential to facilitate the dissemination of cancer prevention and control messages following celebrity cancer diagnoses. However, cancer communicators have yet to systematically leverage these naturally occurring interventions on social media as these events are difficult to identify as they are unfolding and little research has analyzed their effect on social media conversations. In this study, we add to the research by analyzing how a celebrity cancer announcement influenced Twitter conversations in terms of the volume of social media messages and the type of content. Over a 9-day period, during which actor Ben Stiller announced that he had been treated for prostate cancer, we collected 1.2 million Twitter messages about cancer. We conducted automated content analyses to identify how often common cancer sites (prostate, breast, colon, or lung) were discussed. Then, we used manual content analysis on a sample of messages to identify cancer continuum content (awareness, prevention, early detection, diagnosis, treatment, survivorship, and end of life). Chi-square analyses were implemented to evaluate changes in cancer site and cancer continuum content before and after the announcement. We found t...Continue Reading

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Citations

Dec 17, 2020·Health Security·Sarah C VosCarter T Butts
Nov 10, 2020·Journal of Medical Internet Research·Ruth PlackettChristian von Wagner
May 22, 2021·International Journal of Impotence Research·Karim HannaCharles Welliver
Jan 14, 2022·JCO Clinical Cancer Informatics·Vishal R PatelMichael P Pignone

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