Breast Cancer messaging in Vietnam: an online media content analysis
Journal – BMC Public Health
Publication date – Jun – 2020
Authors – Chris Jenkins, Dinh Thu Ha, Vu Tuyet Lan, Hoang Van Minh, Lynne Lohfeld, Paul Murphy & Le Thi Hai Ha
Keywords – Breast Cancer; Global Health; Health communication; Media content analysis; Noncommunicable diseases (NCDs); Vietnam
Open access – Yes
Speciality – Surgical oncology
World region South-eastern Asia
Language – English
Submitted to the One Surgery Index on July 1, 2020 at 1:15 pm
Background: Breast cancer incidence is increasing in Vietnam with studies indicating low levels of knowledge and awareness and late presentation. While there is a growing body of literature on challenges faced by women in accessing breast cancer services, and for delivering care, no studies have sought to analyse breast cancer messaging in the Vietnamese popular media. The aim of this study was to investigate and understand the content of messages concerning breast cancer in online Vietnamese newspapers in order to inform future health promotional content.
Methods: This study describes a mixed-methods media content analysis that counted and ranked frequencies for media content (article text, themes and images) related to breast cancer in six Vietnamese online news publications over a twelve month period.
Results: Media content (n = 129 articles & n = 237 images) sampled showed that although information is largely accurate, there is a marked lack of stories about Vietnamese women’s personal experiences. Such stories could help bridge the gap between what information about breast cancer is presented in the Vietnamese media, and what women in Vietnam understand about breast cancer risk factors, symptoms, screening and treatment.
Conclusions: Given findings from other studies indicating low levels of knowledge and women with breast cancer experiencing stigma and prejudice, more nuanced and in-depth narrative-focused messaging may be required.
OSI Number – 20559
PMID – 32560712