Purpose: Social media (SM) is a burgeoning source of social support for young adults (YAs). We explored the language used to communicate about YA cancer on Instagram and for indicators of social support (i.e., number of likes and comments).
Methods: Instagram posts using #youngadultcancer were randomly selected (N = 50). Text and hashtags were collected, and posts were coded for gender (female and male), treatment status (active treatment and survivorship), type of user (individual and organization), and caregiver status (yes and no). Indicators of social support, valence (e.g., positive vs. negative terms), and lexical content (e.g., emotional terms and pronouns) were measured using Yoshikoder and Linguistic Inquiry Word Count and compared by gender, treatment status, type of user, and caregiver status.
Results: Survivors' posts had more likes compared to those in active treatment (mean: 54.5 vs. 32.3, p = 0.03). Individuals' posts had more comments than those of organizations (mean: 5.3 vs. 1.2, p = 0.01). More positive (30%) than negative (13%) terms were used by survivors (p < 0.01) and those in active treatment (20% vs. 9%, p = 0.04). Individuals' used more positive than negative language (p < 0.01), whereas organizations used equally positive and negative terms. Survivors used more emotional terms (79.6% vs. 34.9%, p < 0.01) and fewer pronouns (mean: 39.5 vs. 71.7, p = 0.01) than those in active treatment. Organizations (71.0%) used more emotional terms than individuals (55.9%, p = 0.03).
Conclusions: We describe how Instagram users communicate about YA cancer and whether the language they use garners social support. Studying online language use may help YA patients, caregivers, and organizations use SM to gain social support.
Keywords: Instagram; content analysis; social media; social support; supportive needs.