Conference Paper: How People Utilising Facebook to shed light on Breast Cancer

ABSTRACT

            Breast cancer has become one of the national worries, a leading health concern that affects many women in Malaysia each year. Social media platforms such as Facebook have helped many people with breast cancer connect and inspire each other and also give tips and advice to those who have not gotten a check-up. Numerous organisations have helped thousands of breast cancer patients through Facebook campaigns, such as The National Cancer Society Malaysia (NCSM), Majlis Kanser Malaysia (MAKNA), and Bursa Malaysia. Besides campaigns, users used trending hashtags such as #PinktoberMY, #wearpinkwithMAKNA and #GleneaglesWarriors or #PantaiStrongerTogether. Through Facebook, users also post educational content to help Malaysians recognise early signs of breast cancer and conduct various campaigns and fundraising to help encourage regular checkups and help breast cancer patients who are in need. Facebook also plays a vital role in reaching those who are underprivileged and live in rural areas to identify breast cancer early signs and encourage organisations to give those who are in need medical aid and financial aid.

INTRODUCTION

            The application Facebook, founded by Mark Zuckerberg in 2004, is a social networking platform where people can connect online. This app has spread worldwide, reaching billions of users globally. This app mainly connects with others, promotes social awareness, and opens business opportunities. Facebook has transformed how people can communicate online to voice their opinions and share ideas. It is a testament to Facebook’s impact on human interaction. It continues to evolve further in the digital era, and due to this, Facebook become a place where people can advocate and spread awareness about breast cancer in Malaysia. Breast cancer is one of the most common cancer that affects women in Malaysia. 1 in 19 women is prone to getting cancer, and it is leading to the cause of cancer death for a lot of Malaysian women. According to the statistics, in 2020, 8418 cases of breast cancer were reported. In 2003, 64% of breast cancer cases were women ranging between the ages of 40 to 60 years old, and it seems that it affected Chinese women with an incidence of 59.7 per 100,000, followed by Indian women at 55.8 per 100,000 and Malay women at 33.9 per 100,000. Moreover, the Malaysian Study on Cancer Survival reported a dismal 66.8% breast cancer survival rate, which is much lower than that reported for other Asian countries such as Japan, with a 96.2% survival rate, Korea, with 92.6% survival rate and Singapore, with 79.0% survival rate. It has become one of the issues that worry many Malaysian women because of its increasing numbers, and hence, they have come up to spread awareness of breast cancer through social media such as Facebook. In Malaysia, Facebook has become a vital space for raising awareness about breast cancer. Facebook pages and groups would share educational media to look for their symptoms and inspire them to undergo regular checkups for their health. Through fostering connections and reducing stigma, Facebook has become a powerful tool in Malaysia’s fight against breast cancer.

            Breast cancer is a disease where abnormal cells in the breast tissue grow out of control, potentially forming tumours that can spread to other parts of the body. It occurs when cells in the breast, particularly those lining the milk ducts or lobules, begin to grow and divide uncontrollably, forming tumours. Two types of tumours can be identified: invasive and in situ. The invasive tumour is a type of cancer that has spread from the original location into surrounding breast tissue. In situ tumours are a type of cancer still confined to the original location and have not invaded surrounding tissue. There are a few risks that have been taken into consideration, which include increasing age, family history, certain genetic mutations, reproductive history, obesity, alcohol consumption and hormone therapy. Breast cancer risk increases with age, with most diagnoses occurring in women over 50 years old. Having a family history of breast cancer, especially at a young age, increases the risk. Other than that, certain genetic mutations, for example, BRCA1 and BRACA2, significantly increase breast cancer risk. Reproductive history, like early menstruation before the age of 12 and late menopause, also increases breast cancer risk. There are a few ways to help reduce the risk of breast cancer, such as trying to maintain a healthy weight. According to the National Cancer Institute, excess weight and obesity after menopause increases the risk of breast cancer and can worsen outcomes after a diagnosis at any age. Second of all, we should lower the intake of red meat. BCRF-supported studies and others have found that a higher intake of red meat such as beef, pork, veal and lamb and processed meat such as bacon, deli meats and sausages are correlated with a greater risk of breast and other cancers. Third is a diet full of fruit, vegetables and whole grains. A diet low in fruits and vegetables is associated with a higher risk of breast cancer, particularly estrogen receptors. Vegetables, fruits and whole grains are unparalleled sources of fibre, which may play a role in breast cancer risk reduction. There are multiple ways to help prevent breast cancer, which can help lower the risk of breast cancer. This proves that we could reduce the risk of breast cancer by living a healthy lifestyle and consuming a healthy diet.

            A few challenges are present, such as physical challenges and side effects of treatment. Chemotherapy, radiation, and surgery can lead to fatigue, nausea, hair loss, changes in body image, and potential long-term health issues like cardiovascular problems, low bone density and sexual dysfunction. Other than that, many breast cancer survivors experience persistent fatigue, which can significantly impact the quality of their life. Besides that, treatment can cause early menopause, which leads to vaginal dryness and mood swings and can impact fertility. Through Facebook, many users share tips and advice to help prevent and detect early signs of breast cancer. Some early signs are swelling or lumps in the breast. Lumps range in shape and texture, but malignant masses are more likely to be hard, painless, and irregularly shaped. The disease can also be round, soft, tender, or painful. Only three to six per cent of breast lumps are dry, and chaffing is cancerous. There are some less common signs and symptoms of breast cancer, which are breast or nipple pain, skin dimpling, which can make the skin on the breast resemble an orange peel, swelling of all or part of the breast, retracted or turned in nipples, nipple or breast skin that are red, dry, flaking, or thickened, nipple discharge that is other than breast milk and swollen lymph nodes under the arm or near the collarbone. Due to the challenges that are present, Malaysia has tried to fight it, especially through social media by spreading awareness about breast cancer through social media like Facebook. Some examples are campaigns by organisations such as The National Cancer Society Malaysia (NCSM), which has utilised Facebook to launch campaigns like “Be Cancer Alert: Breast Cancer Campaign” during Breast Cancer Month, which is in October. Besides that, Bursa Malaysia held a campaign on Facebook to support breast cancer patients in Malaysia who belong to the B40 income group. Other than that, Majlis Kanser Malaysia (MAKNA). They share posts during Breast Cancer Awareness Month, emphasising the importance of early detection and breast health. They provide educational content, such as infographics and videos, to help people understand the disease on Facebook. The campaigns reach thousands of users through Facebook, proving that Facebook has become a bridge that connects all breast cancer patients to become one and become stronger to fight against it. Hence, this proves that Facebook works wonders in connecting people online and educating people along the way to help them fight against breast cancer, which is harming many women.

            Facebook has become one of the main platforms where people spread awareness about breast cancer. Some examples are the hashtags used, such as #PinkRibbonCampaign, which was trending in breast cancer month, which is October. The hashtag users are used globally to spread awareness about breast cancer. In Malaysia, it has been adapted to address the rising issue of breast cancer among Malaysian women. Through the hashtag, breast cancer survivor and patient would share their journey to help reduce the stigma around breast cancer treatment. This campaign occasionally collaborates with NGOs, hospitals and the Breast Cancer Welfare Association Malaysia (BCWA) to provide financial aid and treatment for breast cancer patients. Besides that, there’s also #PinktoberMY, which was used during breast cancer awareness month. It’s a Malaysian version of #Pinktober that was used globally. It aims to spread amongst the local people to encourage them to do a checkup and early diagnosis of breast cancer. Other than that, we also used #wearpinkwithMAKNA. Majlis Kanser Malaysia made this hashtag to raise awareness of breast cancer and encourage Malaysians to wear pink during the month of October. Also, #GleneaglesWarriors or #PantaiStrongerTogether are popularly used to spread breast cancer awareness. It’s not only trending on Facebook, but it is also trending across the internet on other social media platforms such as X and Instagram. Hashtags effectively amplify the message across the internet. This further proves that the hashtag is one of the ways that make all the campaigns happen successfully. Besides hashtags, many users on Facebook, especially, make educational content about breast cancer. Educational content is one of the most posted content online, such as on Facebook, where the users range between the ages of 25 and 34 years old. Breast cancer survivors, doctors, health institutes and NGOs would post their journey, tips and advice to help educate people about breast cancer, especially the early signs of breast cancer, and remove the stigma against breast cancer. They would also tend to encourage their audience to have regular checkups and would also do campaigns and fundraising to help those who are currently struggling due to breast cancer. They would post an encouragement video to help lift up the breast cancer patients’ worries and burdens and make them feel understood in the situation. Facebook also plays an important role in reaching its audiences, especially those who are underprivileged or live in rural areas. Many of those who live in rural areas can’t do or afford a checkup for breast cancer; hence, campaigns, targeted content, tips, and advice are sure to help those detect breast cancer and have a better lifestyle to avoid higher risk of breast cancer. This also sparked some organisations and NGOs’ attention and brought medical aid to help those who lived in rural areas and were underprivileged, such as Tabung Kebajikan Penyakit Kanser Mount Miriam set up to provide financial assistance for cancer patients and their families who have difficulties in meeting the costs of healthcare treatments. This significantly bridges gaps in healthcare, empowering underserved communities to engage in early detection and seek support to help shed light on breast cancer.

CONCLUSION

            In Malaysia, breast cancer is still a rising issue that affects countless women each year. Each year, breast cancer has affected women, increasing in numbers, and the stigmas of breast cancer still surround them. Social media platforms such as Facebook have become the platforms that have helped raise awareness, break down the stigma surrounding the disease and help empower those who are affected by breast cancer. Through hashtags, campaigns and educational content, it has helped reach people who are in need. Through all of the efforts that have been made, it has become eye-opening for the users of breast cancer, especially around the early signs of breast cancer, challenges, risks and ways to help avoid cancer. Facebook has become a safe space where people can feel understood and encourage one another through the tough seasons of their lives. This proves that using social media positively unites a community tight-knit to fight against breast cancer, promoting hope, resilience, and proactive health measures. With continued efforts, Malaysia moves closer to building a future where no woman faces breast cancer alone, and awareness becomes the key to prevention and survival. 

REFERENCE LIST

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