Abstract
Skin cancer is one of the most lethal types of cancer worldwide. An increase in occurrence and mortality is expected in Spain if adequate measures are not taken to educate the population about the importance of photoprotection. In this regard, social media has become a crucial channel of information for promoting healthy habits. The aim of this study is to examine the communication of photosafety information via Facebook in Spain by the main organisations involved in this work. The study uses first and second-level agenda setting theory to explore the content published in 2022 during the safety campaigns conducted by the organisations on their social media profiles. The findings indicate a prevalence of content related to photoprotection (344%) and a majority focus on the causes of skin cancer (55.4%).
| Translated title of the contribution | Communication for skin cancer prevention: an analysis of the use of Facebook for health communication in Spain |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 78-94 |
| Number of pages | 17 |
| Journal | Redmarka. Revista de Marketing Aplicado |
| Volume | 27 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 26 Jun 2023 |
