使用Twitter提高人们对子宫颈癌的认识卡塔尔世界杯8强波胆分析2015年#抹黑抹黑运动内容分析%A Lenoir,Philippe %A Moulahi,Bilel %A az，Jérôme %A Bringay,Sandra %A Mercier,Gregoire %A Carbonnel, francois %+ Avicenne多专业卫生中心，Ibn街2号Sinaï dit Avicenne, msametine gsametine, Cabestany, 66330，法国，33 426030690，francois.carbonnel@gmail.com %K宫颈肿瘤%K Papanicolaou检测%K社交媒体%K早期发现癌症%K健康促进%K Twitter %D 2017 %7 16.10.2017 %9原文%J J Med Internet Res %G英文%X背景:宫颈癌是45岁以下女性中第二常见的癌症。为了应对英国涂片检测覆盖率下降的问题，2015年欧洲宫颈癌预防周期间，Twitter上发起了一项名为#SmearForSmear的运动。该活动的目的是鼓励女性自拍自己的口红，并将其发布在推特上，以提高人们对宫颈癌筛查的认识。估计有5亿观众。其他公共卫生活动也在社交媒体上发起，如“胡子月”，鼓励人们参与和自我参与。他们的结果并不令人满意，因为他们的目标已经被冲淡，变成了主要的社交话题。目的:本研究的目的是识别提供提高宫颈癌筛查意识信息的推文(敏感推文)，并了解Twitter用户发布此活动的特征。方法:我们对Twitter上为2015年欧洲宫颈癌预防周发布的标记为#SmearForSmear的英文推文进行了三步内容分析。 Data were collected using the Twitter application programming interface. Their extraction was based on an analysis grid generated by 2 independent researchers using a thematic analysis, validated by a strong Cohen kappa coefficient. A total of 7 themes were coded for sensitizing tweets and 14 for Twitter users’ status. Verbatims were thematically and then statistically analyzed. Results: A total of 3019 tweets were collected and 1881 were analyzed. Moreover, 69.96% of tweets had been posted by people living in the United Kingdom. A total of 57.36% of users were women, and sex was unknown in 35.99% of cases. In addition, 54.44% of the users had posted at least one selfie with smeared lipstick. Furthermore, 32.32% of tweets were sensitizing. Independent factors associated with posting sensitizing tweets were women who experienced an abnormal smear test (OR [odds ratio] 13.456, 95% CI 3.101-58.378, P<.001), female gender (OR 3.752, 95% CI 2.133-6.598, P<.001), and people who live in the United Kingdom (OR 2.097, 95% CI 1.447-3.038, P<.001). Nonsensitizing tweets were statistically more posted by a nonhealth or nonmedia company (OR 0.558, 95% CI 0.383-0.814, P<.001). Conclusions: This study demonstrates that the success of a public health campaign using a social media platform depends on its ability to get its targets involved. It also suggests the need to use social marketing to help its dissemination. The clinical impact of this Twitter campaign to increase cervical cancer screening is yet to be evaluated. %M 29038096 %R 10.2196/jmir.8421 %U //www.mybigtv.com/2017/10/e344/ %U https://doi.org/10.2196/jmir.8421 %U http://www.ncbi.nlm.nih.gov/pubmed/29038096