Hope vs. suffering on social media: what motivates people on Instagram to follow topics in cancer?

• Autor(a) principal: Oliveira, Eloy Macchiute de
• Data de Publicação: 2019
• Outros Autores: Salgado, Tamara Jurberg, Thomer, Lilian, Jurberg, Claudia
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: RECIIS (Online)
• Texto Completo: https://www.reciis.icict.fiocruz.br/index.php/reciis/article/view/1776
• topic: Cancer; Social media; Instagram; Use and gratification; Emojis.; Cáncer; Redes Sociales; Instagram; Uso y gratificación; Emojis.; Câncer; Mídias Sociais; Instagram; Uso e gratificação; Emojis.

Cancer is a disease still associated with pain, death and suffering and many people, afraid of a diagnosis, adopt dodging behavior from doctors and tests. Despite this phenomenon as old as the disease, the emergence of social media has brought the topic to platforms such as Facebook, Twitter, Instagram, Youtube, among others. T77he goal of this study is to determine if there is a cancer content standard that creates more engagement on Instagram. Two Brazilian cancer institutions Instagram profiles were selected and a qualitative study of content analysis was applied, later associating it with statistical analysis. During four years, the entire contents of two Brazilian cancer hospitals were selected, totaling 1,935 posts on Instagram. In addition to the posts produced by the two institutions, we sought to understand user behavior on this media when the topic is cancer, through 2,239 comments and 4,603 Emojis. Given the fact that the two profiles attract about 120,000 users, we can affirm that there is interest on the topic, Internet users address the topic with no prejudice and many seek different ways of gratification using the app.