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Breast Cancer Voices on Pinterest: Raising Awareness or Just a Cutesy Slogan?

Sun, May 27, 8:00 to 9:15, Hilton Prague, Floor: LL, Vienna

Abstract

In order to shed light on the ongoing conversation about breast cancer on the visual social media platform Pinterest, this study analyzed a random sample of 500 breast cancer-related posts (referred to as “pins”). Using a quantitative content analysis, pins were coded for type of visual and textual information included and user engagement with pins (i.e., frequency of repins and comments). This novel research supports the current use and potential future utility of Pinterest as a venue for health communication related to breast cancer. Study results have important implications for the development of future health promotion programs on Pinterest aimed at reducing breast cancer risk among women.

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