JMIR Formative Research, Journal Year: 2025, Volume and Issue: 9, P. e63344 - e63344
Published: Feb. 19, 2025
Abstract Background Colorectal cancer (CRC) is a leading cause of cancer-related deaths worldwide, with early detection and screening being critical for reducing mortality. Social media platforms like Instagram offer unique opportunity to raise awareness about CRC, particularly during designated months. However, there limited research on the effectiveness CRC-related content Instagram. Objective This study aims examine how used CRC Cancer Awareness Month by analyzing thematic engagement metrics related posts. The seeks identify prevalent themes, assess audience interaction these messages, highlight areas improvement in leveraging as tool campaigns. Methods A total 150 posts were collected based their use specific hashtags (#colorectalcancer, #colorectalcancerawareness, #colorectalcancerawarenessmonth) March 2024. text images categorized into themes such detection, symptoms, general awareness, risk factors, individual’s experiences, representation racial ethnic minoritized communities, women. Engagement metrics, including number likes comments, also analyzed. Two researchers independently coded posts, achieving high interrater reliability (Cohen κ=0.93). Results Organizational accounts more active, contributing 82% (n=123) compared 18% (n=27) from individual users. most frequently mentioned theme was which made up 37.3% (n=56) all General came second at 19.3% (n=29), factors third 12% (n=18). Posts experiences received highest engagement, indicating personal narratives broad informational content. Themes symptoms communities women underrepresented. Conclusions highlights potential platform promoting through experiences. need inclusive diverse ensure broader reach impact.
Language: Английский