Análise das publicações sobre câncer bucal e HPV em perfis do Instagram de veículos oficiais de saúde do Brasil

Abstract

Oral cancer and human papillomavirus (HPV) denote concern for their high rates and consequent impact on affected individuals, making them important public health problems worldwide. Thus, the importance of educational campaigns to minimize this problem is reinforced. In this sense, health education is fundamental, as it is a strategy tool to educate the population and prevent these diseases. One of the widely used means to disseminate educational materials online is social networks. Thus, the objective of this study was to evaluate the publications on oral cancer and HPV in the profiles of official Brazilian health agencies, active on the social network Instagram. This is an infodemiological and observational study with a quantitative approach. Publications on oral cancer and HPV published in the 81 selected eligible profiles (ministry of health, state health departments, dental councils and dental associations) were analyzed and the following information was collected: content classification (government actions, educational, newsletters epidemiological and countering fake news), type of account (eligible profiles), type of media, approach to the topic, number of posts, frequency, likes, comments, views, hashtags and approach to the HPV vaccine. The clarity of publications classified as educational were evaluated by four researchers who participated in theoretical/practical training and calibration (Cohen's Kappa intra and inter-examiners, k=0.70 and k=0.70, respectively), using the Brazilian version of Clear Communication Index (BR-CDC-CCI). Data were analyzed using descriptive statistics, Spearman correlation test and Mann-Whitney test (p<0.05). The results were extracted from a universe of 130,398 thousand publications analyzed, where 775 were about oral cancer (A) and 504 about HPV (B), generating two articles from this study. The publications were found between the years 2013-2021, containing the image format as media (A: 94.52%; B: 92.5%), approaching the theme in a main way (A: 65.8%; B: 57.3%), used hashtags (A: 63.6%; B: 78%), presenting HPV vaccine information (B: 55%) and mostly the content was about government actions (A: 61.5%; B: 65.5%). The average number of posts per publication was 1.95 (SD=1.96)A and 1.8 (SD=1.8)B, the average number of likes was 198.7 (SD=625.7)A and 528.3 (SD=2388.2)B, the mean BR-CDC-CCI score was 69.8 (SD=15.5)A and 67.1 (SD=14.1)B. The quality and clarity of information, according to the BR-CDC-CCI index, was adequate (score ≥ 90%) in A: 9.5% and B: 6.9% of educational publications. There was a positive correlation in publications on oral cancer between the number of likes and the engagement variables (comments [r = 0.492], views [r = 0.967]), such as the number of hashtags (r = 0.139) and year of publication (r = 0.211), as well as the latter two, also positively, with each other (r = 0.271). In the publications about HPV, there was a positive and weak correlation between the number of likes with the BR-CDC-CCI score (r = 0.195) and with the number of posts (r = 0.124). Publications from the Ministry of Health had a significantly higher BR-CDC-CCI score (A: 76.6; B: 72.9) compared to the other profiles (p=0.01). It is concluded that the publications analyzed in the different official health profiles on Instagram are mostly about government actions and, in general, an increase in the number of publications was detected over the years. Educational publications showed low engagement and have information with low clarity and quality.