Communication for skin cancer prevention: an analysis of the use of Facebook for health communication in Spain
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Abstract
Skin cancer is one of the most lethal types of cancer worldwide. An increase in incidence and mortality is expected in Spain if adequate measures are not taken to educate the population about the importance of photoprotection. In this context, social media has become a crucial channel of information for promoting healthy habits. This study aims to know about the content of the photoprevention communication disseminated on Facebook in Spain by the main organizations involved in this work. The first and second-level agenda setting theory has been used to explore the content broadcast in 2022 during the period of prevention campaigns on the social media profiles of these organizations. The findings indicate a prevalence of content related to photoprotection (34.4%) and a majority framing focused on causes of skin cancer (55.4%).
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