Breast cancer early detection in the Brazilian media during the Breast Awareness Month

Abstract

This study aimed to analyze how the information on early detection of breast cancer is presented in the Brazilian media during the Breast Awareness Month. News published in October 2017 on the Internet were analyzed. The search retrieved 1,011 News, which resulted in the selection of 345 eligible News. The main spokespersons were the mastologists (17.1%) and the patients (13.0%) and the predominant institutional links were public (36%) and private (34%). Early detection was the second most frequent theme (55%) and mammographic screening was addressed in 79.1% of them. The recommendation to start mammographic screening at the age of 40 (34.3%) predominated when compared to 50 years or more (29.3%). The government recommendation for biennial screening from 50 to 69 years was cited in 17.5% of the News. Only 3.3% cited screening harms and 1.5% the shared decision making. Suspected signs and symptoms of breast cancer were reported in 30% of the News and only 11.8% listed all the main ones. The lack of information and the presence of inadequate or incomplete recommendations regarding age and screening interval show the limit of the campaign in disseminating information based on the best evidence.

Keywords:
breast neoplasms; early detection of cancer; mass screening; mammography; health communications