Abstract
Cancer in the head and neck region is among the most common cancer around the world, the incidence of which keep increasing in past years. Treatment of disease is usually done by the surgical excision which often leads to some degree of facial disfigurements which cause mutilation in patients. Mutilation imparts the feeling of stigma in patients, and patients usually tend to hide facial disfigurements using additional clothing. As a prevention strategy, awareness regarding the disease conveys to the mass population via media commercials. Media commercials which highlight the adverse outcomes of cancer are found to target the stigmatized perspective of disease. On the brighter side, more stigmatized is the patient image in the commercials, more motivation it will create in masses to avoid risk factors like tobacco, smoking and alcohol. But on the darker side, stigmatized commercials create a social environment in which people tend to maintain social distance to cancer patients, and patients have to bear social disapproval by society for their whole life. It reduces the self-esteem and quality of life of patients which affects their overall survival. In the present article, we review the status of stigma in head and neck cancer patients, tools that are available for assessment of stigma, and effects of the stigmatized media commercials on the patient’s self-esteem. The present article represents the accurate picture of the problem and highlights the policies which could be employed to balance the paradox of stigmatized media commercials and a healthy social environment for cancer patients.
References
Bakshi J, Goyal AK, Singh V, Sannigrahi M, Khullar M (2020) Stage-specific expression analysis ofMMP-2 & MMP-9 in laryngeal carcinoma. J Cancer Res Ther 16(2):1–4
Ghoshal S, Bansal A, Panda N, Bakshi J (2016) Can neck irradiation be an alternative to neck dissection in early stagecarcinoma oral tongue operated for primary alone? experience from a single institute. Int J Cancer Ther Oncol 4(3):435
Anand A, Goyal AK, Bakshi J, Sharma K, Vir D, Didi A (2018) Yoga as an integrative approach for prevention and treatment of oral cancer. Int J Yoga 11(3):177
Bakshi J, Goyal AK, Saini J (2021) QoL in oral cancer patients following surgical excision and flap reconstruction. J Maxillofac Oral Surg. https://doi.org/10.1007/s12663-020-01499-5
Bakshi J, Goyal AK (2021) Clinical yoga trial aim to improve QoL at advanced stages of oral cancer. Sports Sci Health. https://doi.org/10.1007/s11332-021-00732-z
Bakshi J, Dash A, Panda N, Kalsotra G (2014) Review of treatment modalities for maxillary cancers-institute’s experience over 10 years. J Rhinol Otol 2(3):85–89
Goyal A, Bakshi J, Panda N, Kapoor R, Vir D, Kumar K et al (2020) A hybrid method for the cross-cultural adaptation of self-report measures. Int J Appl Posit Psychol 5(5):1–10
Goyal A., Bakshi J, Panda N, Kapoor R, Vir D, Kumar K et al (2020) Shame and stigma over long term survival in head and neck cancer. ICONICA-2020 Panjab University, Chandigarh
Bakshi J, Panda NK, Ghoshal S, Nehru VI (2010) Survival patterns in patients with carcinoma base of tongue treated with external beam irradiation and salvage surgery. Indian J Otolaryngol Head Neck Surg 62(2):142–147
Bahl A, Oinam AS, Kaur S, Verma R, Elangovan A, Bhandari S et al (2017) Evaluation of acute toxicity and early clinical outcome in head and neck cancers treated with conventional radiotherapy and simultaneous integrated boost arc radiotherapy. World J Oncol 8(4):117
Patro SK, Panda NK, Bakshi J, Verma RK, Kumar P, Gaba S et al (2019) Quality of life in patients with reconstructions after resections for oral cavity cancers. Indian J Otolaryngol Head Neck Surg 71(1):291–300
Goyal AK, Bakshi J, Panda NK, Kapoor R, Vir D, Kumar K, Aneja P (2021) Stigmatic impact of COVID-19 pandemic on head & neck cancers survivors. Indian J Otolaryngol Head Neck Surg 73(1):1–5. https://doi.org/10.1007/s12070-021-02545-5
Weymuller EA Jr, Alsarraf R, Yueh B, Deleyiannis FW-B, Coltrera MD (2001) Analysis of the performance characteristics of the university of washington quality of life instrument and its modification (UW-QOL-R). Arch Otolaryngol Head Neck Surg 127(5):489–493
Bjordal K, De Graeff A, Fayers P, Hammerlid E, van Pottelsberghe C, Curran D et al (2000) A 12 country field study of the EORTC QLQ-C30 (version 3.0) and the head and neck cancer specific module (EORTC QLQH&N35) in head and neck patients. Eur J Cancer 36(14):1796–1807
Kissane DW, Patel SG, Baser RE, Bell R, Farberov M, Ostroff JS et al (2013) Preliminary evaluation of the reliability and validity of the shame and stigma scale in head and neck cancer. Head Neck 35(2):172–183
Goyal AK, Bakshi J, Panda NK, Kapoor R, Vir D, Kumar K, Aneja P, Singh B, Gupta M, Walia SS (2021) Translation and validation of shame and stigma scale for head and neck cancer into the Hindi language. J Maxillofac Oral Surg. https://doi.org/10.1007/s12663-021-01588-z
Pirola WE, Paiva BSR, Barroso EM, Kissane DW, Serrano CVMP, Paiva CE (2017) Translation and cultural adaptation of the shame and stigma scale (SSS) into portuguese (Brazil) to evaluate patients with head and neck cancer. Braz J Otorhinolaryngol 83(6):697–704
Tseng W-T, Lee Y, Hung C-F, Lin P-Y, Chien C-Y, Chuang H-C et al (2019) Validation of the chinese version of the shame and stigma scale in patients with head and neck cancer. Cancer Manag Res 11:10297
Turk T, Chaturvedi P, Murukutla N, Mallik V, Sinha P, Mullin S (2017) Raw and real: an innovative communication approach to smokeless tobacco control messaging in low and middle-income countries. Tob Control 26(4):476–481
Goyal A, Saini J, Chopra T, Panghal S, Dahiya J, Gupta V (2019) Social sports events as an integrative approach to attain the projected impact of HIV/AIDS awareness programs on the local community. AIDSCON-9. IMAComplex, Sec-35, Chandigarh, India
Acknowledgements
Authors highly acknowledged to all the colleagues who review the present work. The manuscript was proofread by doc navigator©, Chandigarh.
Funding
The work in this research article was supported by the Junior Research Fellowship (JRF) provided by ICMR, New Delhi wide Award No. 3/13/JRF -2015/HRD.
Author information
Authors and Affiliations
Contributions
JB and DV conceptualized the work. AKG collected and compiled the raw data and drafted the manuscript. NKP, RK, KK, and PA review and revised the manuscript.
Corresponding author
Ethics declarations
Conflict of interest
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
Ethics Approval
Present study has been approved by the institute ethics committee (Letter No. INT/IEC/2019/002539 with Ref No. NK/5657/PhD).
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
About this article
Cite this article
Goyal, A.K., Bakshi, J., Panda, N.K. et al. Media Commercials Conveying Awareness Regarding Prevention of Head and Neck Cancer by Focusing on Stigmatized Perspective of Disease: Right or Wrong?. Indian J Otolaryngol Head Neck Surg 74 (Suppl 3), 5990–5993 (2022). https://doi.org/10.1007/s12070-021-02656-z
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s12070-021-02656-z