An Ounce of Prevention: How Health Narratives Can Bridge Social Inequalities
The research, part of a financed research program entitled "ECoHeTE", analysed 223 campaigns between 2000 and 2023, focusing on cancer screenings and vaccines and edited by World Health Organization and specific Italian health institutions. Data was collected from institutional websites and social media platforms. The analysis found significant gender imbalances in the content of these campaigns. A large portion (38%) focused on women’s reproductive health, especially HPV vaccination and screenings for cervical and breast cancer. No campaigns were found targeting men specifically, despite the existence of male-specific screenings, such as for prostate cancer. Screening campaigns are more frequently aimed at women, while vaccination campaigns tend to address the general population, often featuring mixed-gender protagonists. Women are often the central figures in cancer screening campaigns, reflecting their traditional roles as caregivers and health advocates within families and communities. However, this portrayal can also reinforce a narrative of women as vulnerable and in need of expert guidance.
The study also examines the evolution of gender representation in these campaigns over the last two decades, analysing the language, visuals, and narratives used. It highlights how the portrayal of women in health communication has shifted, but still often emphasizes their role as individuals who need to be protected, sometimes at the cost of portraying them as fragile. This exploration provides insight into how public health narratives may contribute to or challenge social inequalities, particularly in gendered contexts.