Colorectal Cancer on Instagram: A Content Analysis

Abstract

Instagram, an image-based platform has been studied in varied areas; however, a search of the literature identified a gap in colorectal cancer specifically. The purpose of this study was to describe the content on Instagram related to colorectal cancer. The most regularly occurring content involved displaying support for those with colorectal cancer (n = 81), highlighting an individual story (n = 67), and discussing treatment (n = 37). Posts that contained photos of people were more likely to highlight an individual story (p < 0.001), discuss support (p = 0.006), and discuss treatment (p = 0.006). The emergence of health content on social media warrants attention from public health practitioners.

Keywords:

• Colorectal cancer
• Instagram
• social media

Additional information

Notes on contributors

Corey H. Basch

Dr. Corey H. Basch holds master’s degrees in nutrition education, communication and education, and cognition and learning as well as a doctorate all from Teachers college, Columbia University. In addition, she holds an MPH with an emphasis in public health practice from University of Massachusetts Amherst. Dr. Basch completed her postdoctoral training in the Department of Epidemiology at Columbia University with a specialization in cancer-related population science. Her interests and expertise are in health education, behavioral science and health communication.

Sarah A. MacLean

Sarah A. MacLean is a third-year medical student at the Icahn School of Medicine at Mount Sinai. She holds a BA in global studies from the University of North Carolina at Chapel Hill. She has previously worked for UNC Project in Lilongwe, Malawi and in the Department of Epidemiology at the Mailman School of Public Health of Columbia University.