Abstract A58: Cancer and Genetic Testing on Pinterest and Instagram: Who Posts What?

Abstract

Abstract Social media plays a significant role in health information seeking behaviors, yet little is known about online social media discussions of cancer and genetic testing. Enhanced understanding of what cancer and genetic testing information is available and how it is spread on social media may inform strategies to communicate risk and improve cancer care, especially among the traditionally medically underserved, including racial minorities. This study will examine racial differences in the content of pins and posts related to cancer, including cancer risk awareness and genetic testing, among social media users. Grounded in risk perception theories, this study focuses on how the public discusses cancer and genetic testing on social media. Race will be ascertained from available user data and in addition, a comparison between two visual social media platforms will be used to explore racial differences; specifically between Pinterest, with a predominantly White user base and the more racially diverse user base of the Instagram platform. In a quantitative content analysis, a random sample of 500 Pinterest pins and 500 Instagram posts using the keywords/hashtags “cancer” and “genetic testing” were collected. The analysis focuses on the type and source of information posted and presence of risk communication variables, as well as the frequency of repins, likes and comments. Analyses are ongoing and will be completed by August 15, 2016. Study findings will provide insights for public health researchers about communication related to cancer and genetic testing on visual social platforms Pinterest and Instagram. Results will address a gap in the literature regarding the use and sources of posts and risk communication variables among racial minorities, and afford an imperative first step in informing the development of social media-based interventions to reduce cancer health disparities. Citation Format: Carrie Miller, Guidry Jeanine. Cancer and Genetic Testing on Pinterest and Instagram: Who Posts What? [abstract]. In: Proceedings of the Ninth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2016 Sep 25-28; Fort Lauderdale, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2017;26(2 Suppl):Abstract nr A58.