Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2021 May 15;21(1):202.
doi: 10.1186/s12905-021-01352-y.

Breast cancer on social media: a quali-quantitative study on the credibility and content type of the most shared news stories

Priscila Biancovilli  1 , Lilla Makszin  2   3 , Alexandra Csongor  4
Affiliations

Breast cancer on social media: a quali-quantitative study on the credibility and content type of the most shared news stories

Priscila Biancovilli et al. BMC Womens Health. .

Abstract

Background: Female breast cancer was the most diagnosed cancer in 2020, with more than two million new cases worldwide. Access to scientifically correct information can assist patients in early detection or prevention of the disease. However, misinformation on social networking sites (SNSs) about breast cancer can be propagated rapidly, posing a threat to health communication efforts. The aim of this study is to analyse the characteristics of the most shared news stories referencing the disease that circulated on SNSs, including the credibility of this content.

Methods: This is an exploratory quali-quantitative study. Data collection was conducted between June 2019 and June 2020. We performed statistical and content analysis of the stories that had at least 1,000 total shares. Each story was classified in accordance to the following aspects: credibility; type of rumour; source; content type; mentions prevention or early detection/screening exams.

Results: The abundance of news stories in our sample (n = 1,594) were not classified according to their credibility, as they do not address science, risk factors, prevention, treatment, or other aspects which can be assessed for scientific accuracy. However, content classified as "rumours" are 3.29 times more shared than those considered scientifically correct. Regarding content type, most stories are classified as 'real-life story' or 'solidarity' (67.69%). In our sample, 5.08% of the total comment on prevention and 19.7% reference early detection.

Conclusion: We consider it can be a good strategy, in SNSs, to combine content of greater popularity, such as real-life stories, with subjects that can make a difference in a patient's life, such as early detection, breast cancer symptoms and disease prevention strategies. Doctors, scientists and health journalists can expand the dialogue with the lay public regarding breast cancer, helping to counteract online misinformation.

Keywords: Breast cancer; Content analysis; Credibility; Early detection; Misinformation; Prevention; Social media; Social networking sites.

PubMed Disclaimer

Conflict of interest statement

The authors declare they have no competing interests.

Figures

Fig. 1
Fig. 1
Mean of total shares in relation to the credibility of the content, separated by traditional media and digital media
Fig. 2
Fig. 2
Percentage of news stories in each content type dimension
See this image and copyright information in PMC

References

    1. Sung H, Ferlay J, Siegel RL, Laversanne M, Soerjomataram I, Jemal A, et al. Global cancer statistics 2020: GLOBOCAN estimates of incidence and mortality worldwide for 36 cancers in 185 countries. CA A Cancer J Clin. 2021;68:394–424. doi: 10.3322/caac.21660. - DOI - PubMed
    1. Cancer Research UK. Breast cancer statistics. Cancer Research UK. 2015. https://www.cancerresearchuk.org/health-professional/cancer-statistics/s.... Accessed 6 Mar 2021.
    1. Cancer Research UK. Why is early diagnosis important? Cancer Research UK. 2021. https://www.cancerresearchuk.org/about-cancer/cancer-symptoms/why-is-ear.... Accessed 2 Mar 2021.
    1. Levit L, Balogh E, Nass S, Ganz PA. Delivering high-quality cancer care: charting a new course for a system in crisis. National Academies Press (US); 2013. https://www.ncbi.nlm.nih.gov/books/NBK202150/. Accessed 2 Mar 2021. - PubMed
    1. Glynn RW, Kelly JC, Coffey N, Sweeney KJ, Kerin MJ. The effect of breast cancer awareness month on internet search activity—a comparison with awareness campaigns for lung and prostate cancer. BMC Cancer. 2011;11:442. doi: 10.1186/1471-2407-11-442. - DOI - PMC - PubMed