Caracterização e Comparação das Campanhas do Outubro Rosa e Novembro Azul no Twitter
Resumo
As campanhas Outubro Rosa e Novembro Azul buscam disseminar a educação e a conscientização sobre os cânceres de mama e de próstata. Dado o sucesso das campanhas do Outubro Rosa e o baixo engajamento masculino no Novembro Azul, apresentamos uma avaliação comparativa pioneira dessas campanhas no contexto online. Considerando o Twitter como uma plataforma que fornece engajamento da comunidade, estudamos a caracterização demográfica de gênero e idade, localização geográfica, períodos de atividade e engajamento do usuário usando tweets das campanhas Outubro Rosa 2017 e Novembro Azul. Identificamos que essas campanhas atingiram seu público-alvo, ou seja, homens e mulheres com mais de 40 anos. Também descobrimos padrões nas atividades ao longo do respectivo período dentro das campanhas, bem como diferenças quando são considerados diferentes países. O alcance do Outubro Rosa é definitivamente maior, medido em termos do número de tweets, re-tweets, bem como a capacidade de se espalhar pela rede social.
Palavras-chave:
Descoberta de padrão, caracterização, comparação, mídias sociais
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Bravo, C. A. and Hoffman-Goetz, L. (2016). Tweeting about prostate and testicular cancers: Do twitter conversations and the 2013 movember canada campaign objectives align? Journal of Cancer Education, 31(2):236–243.
Castleton, K., Fong, T., Wang-Gillam, A., Waqar, M. A., Jeffe, D. B., Kehlenbrink, L., Gao, F., and Govindan, R. (2011). A survey of internet utilization among patients with cancer. Supportive Care in Cancer, 19(8):1183–1190.
Edge, L. (2006). Breast-cancer awareness: too much of a good thing? Lancet Oncol, 7:611.
ElSherief, M., Belding, E. M., and Nguyen, D. (2017). # notokay: Understanding gender-based violence in social media. In ICWSM, pages 52–61.
Fan, H., Cao, Z., Jiang, Y., Yin, Q., and Doudou, C. (2014). Learning deep face representation. arXiv preprint arXiv:1403.2802.
for Disease Control, C. and Prevention (2011). Cancer screening — united states, 2010. Morbidity and Mortality Weekly Report (MMWR), pages 61(03); 41–45.
Glynn, R. W., Kelly, J. C., Coffey, N., Sweeney, K. J., and Kerin, M. J. (2011). The effect of breast cancer awareness month on internet search activity-a comparison with awareness campaigns for lung and prostate cancer. BMC cancer, 11(1):442.
Himelboim, I. and Han, J. Y. (2014). Cancer talk on twitter: community structure and information sources in breast and prostate cancer social networks. Journal of health communication, 19(2):210–225.
Jacobsen, G. D. and Jacobsen, K. H. (2011). Health awareness campaigns and diagnosis rates: evidence from national breast cancer awareness month. Journal of health economics, 30(1):55–61.
Jacobson, J. and Mascaro, C. (2016). Movember: Twitter conversations of a hairy social movement. Social Media+ Society, 2(2):2056305116637103.
Laranjo, L., Arguel, A., Neves, A. L., Gallagher, A. M., Kaplan, R., Mortimer, N., Mendes, G. A., and Lau, A. Y. (2014). The influence of social networking sites on health behavior change: a systematic review and meta-analysis. Journal of the American Medical Informatics Association, 22(1):243–256.
Lotan, G., Graeff, E., Ananny, M., Gaffney, D., Pearce, I., et al. (2011). The arab spring— the revolutions were tweeted: Information flows during the 2011 tunisian and egyptian revolutions. International journal of communication, 5:31.
Nastasi, A., Bryant, T., Canner, J. K., Dredze, M., Camp, M. S., and Nagarajan, N. (2017). Breast cancer screening and social media: a content analysis of evidence use and guideline opinions on twitter. Journal of Cancer Education, pages 1–8.
National Breast Cancer Foundation, I. (2017). Breast cancer awareness month.
Olteanu, A., Weber, I., and Gatica-Perez, D. (2016). Characterizing the demographics behind the# blacklivesmatter movement. OSSM. http://arxiv.org/abs/1512.05671.
Prasetyo, N. D., Hauff, C., Nguyen, D., van den Broek, T., and Hiemstra, D. (2015). On the impact of twitter-based health campaigns: A cross-country analysis of movember. In Proceedings of the Sixth International Workshop on Health Text Mining and Information Analysis, pages 55–63.
Schulz, A., Schmidt, B., and Strufe, T. (2015). Small-scale incident detection based on microposts. In Proceedings of the 26th ACM Conference on Hypertext & Social Media, pages 3–12. ACM.
Sloan, L., Morgan, J., Burnap, P., and Williams, M. (2015). Who tweets? deriving the demographic characteristics of age, occupation and social class from twitter user metadata. PloS one, 10(3):e0115545.
Thackeray, R., Burton, S. H., Giraud-Carrier, C., Rollins, S., and Draper, C. R. (2013). Using twitter for breast cancer prevention: an analysis of breast cancer awareness month. BMC cancer, 13(1):508
Publicado
25/08/2018
Como Citar
WALTER, Roberto; BECKER, Karin.
Caracterização e Comparação das Campanhas do Outubro Rosa e Novembro Azul no Twitter. In: SIMPÓSIO BRASILEIRO DE BANCO DE DADOS (SBBD), 33. , 2018, Rio de Janeiro.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2018
.
p. 133-144.
ISSN 2763-8979.
DOI: https://doi.org/10.5753/sbbd.2018.22225.
