Justification

COMUNICANCER-SM · R&D&I Project PID2024-158806OB-100
 
Funded by the Ministry of Science and Innovation and the State Research Agency
(MCIN/AEI/10.13039/501100011033)

COMUNICANCER-SM is a continuation of the R&D&I project PID2020-116487RB-100, which was the first to focus specifically on communication about skin cancer prevention and primary prevention of sun exposure, combining the monitoring of the population’s knowledge, attitudes and habits with the evaluation of photoprevention communication.

The results of that previous project were obtained exclusively from a population of young university students, which allowed an initial empirical basis to be established, but also revealed the existence of knowledge gaps that require new multidisciplinary research approaches to curb the skin cancer epidemic that threatens our country in the coming years.

The new proposal aims to advance this line of research and broaden its scope.

The aim of the project is strategic communication on primary skin cancer prevention in at-risk young people, addressing two dimensions simultaneously: the analysis of the knowledge, attitudes and habits of young people and the monitoring and evaluation of strategic communication on photoprevention in Spain, especially on social media.

Project innovation

  • Scientific continuity project PID2020-116487RB-100, which expands research into strategic communication on photoprotection.
  • Consolidation of a multidisciplinary and international team of Communication Sciences and Health Sciences experts to study photoprotection.
  • Continuation of the initial work focused on specific results in skin cancer prevention communication with direct transfer to health entities and associations.
  • Continuation of the project on strategic communication on photoprevention and evaluation of real prevention campaigns, which will contribute new methodologies to the analysis of journalistic and institutional media discourse.
  • Development of discourse analysis on sun protection in social media, combining content analysis within the framework of agenda-setting and comment analysis, with the contribution of original analysis methodologies.
  • First empirical study to address young people of various ages, not just university students, as a population at risk in Spain.
  • Introduction of gender approaches and cultural and ethnic values in the reception of photoprevention communication.

GOALS

GOAL 1

Organise and categorise multidisciplinary research on photoprotection communication.

GOAL 2

Analyse the knowledge, attitudes and communication of young people regarding tanning, skin cancer and sun protection.

GOAL 3

Analyse communication on tanning, photoprotection and skin cancer on social media.

GOAL 4

Determine the effectiveness of strategic photoprotection communication campaigns disseminated on social media.

GOAL 5

Transmit knowledge to health institutions and associations, the main issuers of skin cancer prevention communication in Spain (ECPCPs).

Project PID2024-158806OB-100 funded by: