Analysis of breast cancer organizations’ online presence in different geographical contexts

Authors

  • María Isabel Míguez González Universidade de Vigo
  • Silvia García-Mirón Universidade de Vigo
  • Emma Torres-Romay Universidade de Vigo

DOI:

https://doi.org/10.35669/rcys.2022.12.e294

Keywords:

eHealth, cancer, breast cancer organizations, communication, social media

Abstract

This paper contributes offers a descriptive analysis of the online activity and impact of breast cancer organizations in different geographical contexts, with different economic and technological development levels and different incidence and mortality rates, with a sample of 24 organizations from 24 countries. The analysis considers variables such as posting frequency, time of presence on the social network and number and evolution of likes, views, followers, and subscribers. The results show that the organizations from the more developed countries have an earlier and more varied presence on the online world. Disease’s incidence correlate to a certain extent with the presence of these organizations on social networks and with their reception results while mortality rate is not related to these aspects. Facebook is the most used network; however, Instagram, with better performance and a growing number of users, is a good alternative for organizations that want to strengthen their online activity. These results confirm the need to broaden the perspective of studies on the online communication of breast cancer organizations, considering underdeveloped or developing countries. This will help these organizations to develop more effective practices that, considering the increasing use of social media in these countries, might have a meaningful impact in the medium term.

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Author Biographies

María Isabel Míguez González, Universidade de Vigo

Profesora titular en la Universidade de Vigo, donde imparte docencia en el Grado en Publicidad y Relaciones Públicas y el Máster Universitario en Comunicación en Medios Sociales y Creación de Contenidos Digitales. Es coordinadora del grupo SEPCOM, de investigación en comunicación para el servicio público y actualmente es investigadora principal del proyecto “Narrativas digitales contra la desinformación. Forma parte del grupo de innovación docente DIXITAIS.

Silvia García-Mirón, Universidade de Vigo

Profesora contratada doctora del Departamento de Comunicación Audiovisual y Publicidad de la Universidade de Vigo. Doctora en Comunicación Audiovisual y Publicidad. Integrante del Grupo de investigación SEPCOM. Ha sido secretaria académica de la Facultad de Ciencias Sociales y de la Comunicación y coordinadora del Máster de Dirección de Arte en Publicidad.

Emma Torres-Romay, Universidade de Vigo

Profesora titular en la Universidade de Vigo, donde imparte docencia en el Grado en Publicidad y Relaciones Públicas, el Máster Universitario en Dirección de Arte en Publicidad y el Máster Universitario en Comunicación en Medios Sociales y Creación de Contenidos Digitales. Actualmente es Decana de la Facultad de Ciencias Sociales y de la Comunicación y fue directora del Departamento de Comunicación Audiovisual y Publicidad. Es integrante del grupo SEPCOM, así como del grupo de innovación docente DIXITAIS.

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Published

2022-01-18

How to Cite

Míguez González, M. I., García-Mirón, S., & Torres-Romay, E. (2022). Analysis of breast cancer organizations’ online presence in different geographical contexts. Revista De Comunicación Y Salud, 12, 25–43. https://doi.org/10.35669/rcys.2022.12.e294

Issue

Section

New digital competencies in the healthcare sector

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