Oral cancer: analysis of the clarity of publications in Instagram profiles of official health agencies in Brazil /Cancer bucal: analise da clareza das publicacoes realizadas em perfis do Instagram de orgaos oficiais de saude do Brasil

• Published in: Ciência & saude coletiva Vol. 29; no. 6; p. 1
• Main Authors: Barbosa Nunes, Wanubia, Targino Firmino, Ramon, Lopes Marinho, Angelica Maria Cupe, Sa Barreto Torres, Lilian de, Leal Campos Sousa, Myrelle, Silva, Samara Ellen da, Melo de Brito Costa, Edja Maria, Perazzo, Matheus Franca, Granville-Garcia, Ana Flavia
• Format: Journal Article
• Language: Portuguese
• Published: Associacao Brasileira de Pos-Graduacao em Saude Coletiva - ABRASCO 01-06-2024
• Subjects: Brasil
• ISSN: 1413-8123
• DOI: 10.1590/1413-81232024296.20302022

This article aims to analyze the clarity and engagement measures of publications on oral cancer in the Instagram profiles of official health agencies in Brazil. An infodemiological study was conducted with 81 profiles. Data collected concerned content classification, account and media, manner of addressing the topic, number of posts, likes, comments, views and hashtags. The clarity of the educational publications was assessed with the Brazilian version of the Clear Communication Index (BR-CDC-CCI). Data analysis involved Spearman's correlation and the Mann-Whitney test ([alfa] = 5%). A total of 775 publications on oral cancer were found. The average BR-CDC-CCI score was 69.8 (SD = 15.5). The clarity of the information was adequate in 9.5% of the educational publications. Positive correlations were found between the number of likes and engagement (comments [r = 0.49], views [r = 0.96]), number of hashtags (r = 0.13) and year of publication (r = 0.21). Publications from the Health Ministry had a significantly higher BR-CDC-CCI score compared to the other profiles. Publications on oral cancer were correlated with engagement, year of publication and number of hashtags. Public agencies increased publications to reach the population, but the clarity of the content was low. Key words Access to online information, Oral cancer, Health communication O objetivo do artigo e analisar a clareza e as medidas de engajamento das publicacoes sobre cancer bucal nos perfis do Instagram dos orgaos oficiais de saude no Brasil. Realizou-se um estudo infodemiologico com 81 perfis. Foram coletados dados sobre classificacao do conteudo, conta e midia, abordagem do tema, numero de postagens, curtidas, comentarios, visualizacoes e hashtags. A clareza das publicacoes educativas foi avaliada pela versao brasileira do Clear Communication Index (BR-CDC-CCI). A analise dos dados envolveu a correlacao de Spearman e o teste de Mann-Whitney ([alfa] = 5%). Foram encontradas 775 publicacoes sobre cancer bucal. O escore medio do BR-CDC-CCI foi 69,8 (DP = 15,5). A clareza das informacoes foi adequada em 9,5% das publicacoes educativas. Correlacoes positivas foram encontradas entre o numero de curtidas e engajamento (comentarios [r = 0,49], visualizacoes [r = 0,96]), numero de hashtags (r = 0,13) e ano de publicacao (r = 0,21). Publicacoes do Ministerio da Saude apresentaram escore do BR-CDC-CCI significativamente maior do que os demais perfis (p = 0,01). As publicacoes sobre cancer bucal foram correlacionadas com engajamento, ano de publicacao e numero de hashtags. Os orgaos publicos aumentaram as publicacoes para atingir a populacao, mas a clareza do conteudo foi baixa. Palavras-chave Acesso a informacao online, Cancer bucal, Comunicacao em saude