College of Communication and Information Sciences, University of Alabama, Tuscaloosa, AL, USA.
Department of Communication, Texas A&M University, College Station, TX, USA.
Transl Behav Med. 2019 Mar 1;9(2):336-346. doi: 10.1093/tbm/iby044.
Skin cancer is the second most common cancer affecting women younger than 39 years in the USA. As a female-oriented social media, Pinterest could be effectively used in reaching this particular demographic group for the purpose of skin cancer education. We analyze the visual characteristics of skin cancer pins, including use of human image, use of fear-invoking image, pin composition, color, and text legibility. We also explore how these visual characteristics as well as information richness predict Pinterest users' participative engagement. A combination of descriptive and predictive content analysis of 708 pins is conducted. The demographic characteristics of human models are consistent with epidemiology data. Text legibility in bodycopy is low. Information richness is a significant predictor of number of repins in all pins except pins on melanoma with human models. In the case of latter, pin composition, gender of human models, and fear-invoking images were associated with the number of repins. A number of visual characteristics as well as information richness significantly predict Pinterest users' participant engagement with pins on skin cancer. Public health professionals should consider these factors in creating effective prevention messages to be circulated on Pinterest.
皮肤癌是美国 39 岁以下女性中第二常见的癌症。作为一个面向女性的社交媒体，Pinterest 可以有效地用于针对这一特定人群进行皮肤癌教育。我们分析了皮肤癌图钉的视觉特征，包括使用人体图像、使用令人恐惧的图像、图钉组成、颜色和文本清晰度。我们还探讨了这些视觉特征以及信息丰富度如何预测 Pinterest 用户的参与度。对 708 个图钉进行了描述性和预测性内容分析的组合。人体模型的人口统计学特征与流行病学数据一致。正文的文本清晰度较低。信息丰富度是所有图钉（除了带有人体模型的黑色素瘤图钉）中引脚数量的重要预测指标。在后一种情况下，引脚组成、人体模型的性别和令人恐惧的图像与引脚数量有关。许多视觉特征和信息丰富度显著预测了 Pinterest 用户对皮肤癌图钉的参与度。公共卫生专业人员在创建要在 Pinterest 上传播的有效预防信息时应考虑这些因素。
