NUMERO: #20250149

Título: SOCIAL MEDIA AND THE LIVED EXPERIENCES OF HEAD AND NECK CANCER SURVIVORS: A NETNOGRAPHIC STUDY

Nome do Apresentador: Felipe RODRIGUEZ Oria

Categoria do Trabalho: Painel de pesquisa científica (PPC)

Área Temática: Oncologia

Resumo: Objectives: Head and neck cancer (HNC) is the seventh most common cancer worlwide with profound physical, psychological, and social implications for patients. Netnography, an online research method, offers a unique opportunity to explore the experiences of HNC survivors. This study aims to analyze Instagram posts of HNC survivor influencers to understand their lived experiences, coping mechanisms, and support networks.

Study Design: A netnographic content analysis was conducted on Instagram posts of 29 HNC survivor influencers. A qualitative and quantitative mixed-method analysis was employed to identify and interpret patterns and meanings within the text data.

Results: HNC survivor influencers used their platforms to raise awareness, promote early detection, and support newly diagnosed individuals. They shared the physical and emotional challenges of treatment while highlighting the value of social support. Their posts reflected emotions from fear to hope and documented life after treatment, including medical devices and physical limitations. They celebrated small victories and offered advices to others.

Conclusion: HNC survivors use social media to share experiences, offer support, and advocate for themselves and others. Their stories reveal the complex challenges of HNC and emphasize resilience, social support, and adaptation during recovery. These insights show netnography's value in understanding survivors lived experiences.

Autor 1:  Felipe RODRIGUEZ Oria

E-mail 1:  [email protected]

Autor 2:   Carolina MASSON Manriquez

E-mail 2:  [email protected]

Autor 3 :  Cynthia CANTARUTTI Martinez

E-mail 3:  [email protected]

Autor 4:  Monserrat SOTO Diaz

E-mail 4:  [email protected]

Autor 5:  Catalina TRONCOSO Barra

E-mail 5:  [email protected]

Autor 6:  Wilfredo GONZALEZ Arriagada

E-mail 6:  [email protected]