Abstract
The viewpoints of Brazilian opinion leaders regarding cancer are not yet well defined. Examining public perceptions of three segments of society through a qualitative study may provide clues to understanding the negative view that the population still has about the disease. Journalists, scientists and teachers participated in discussions in six focus group sessions. The findings were studied using the content analysis method, showing similar elements among these professionals, regardless of area of operation. We identified a negative view that may be contributing to or mirroring the vision of society that associates the illness with death and suffering. Although these opinion leaders believe they are able to filter certain negative aspects of media dissemination about cancer, when the disease affects them personally, the feeling of despair resembles common sense. Words such as “cure” are viewed with prejudice. On the other hand, a morbid approach arouses interest on the subject. It was also noted that the disclosure of a celebrity with cancer stands out as a decoy in the consumption of news. Such distortions may support actions that enhance communication about cancer, structured on pillars such as prevention, early diagnosis and cure.
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Acknowledgments
The authors would like to thank Fundação Carlos Chagas Filho de Amparo à Pesquisa do Rio de Janeiro, Fundação do Câncer and Conselho Nacional de Desenvolvimento Científico e Tecnológico for financial support.
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The study protocol was approved by the National Ethics Committee of the Institute of Public Health Studies at the Federal University of Rio de Janeiro (CEP/IESC-UFRJ) under report number 12/2012.
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Machado, G.d.O.C., Biancovilli, P. & Jurberg, C. Voices About a Stigma: Cancer in the Opinion of Three Different Segments in Brazilian Society. J Canc Educ 32, 413–416 (2017). https://doi.org/10.1007/s13187-015-0962-5
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DOI: https://doi.org/10.1007/s13187-015-0962-5