"The sun is life; it is needed". Analysis of attitudes and barriers to photoprotection amongst young TikTok users.

Ángeles Moreno-Fernández; Lara Jiménez-Sánchez; Cristina Fuentes-Lara

doi:10.31921/doxacom.2914

Authors

Ángeles Moreno-Fernández Rey Juan Carlos University https://orcid.org/0000-0002-0777-2957
Lara Jiménez-Sánchez Rey Juan Carlos University https://orcid.org/0009-0009-6342-6117
Cristina Fuentes-Lara King Juan Carlos University https://orcid.org/0000-0003-3198-7701

DOI:

https://doi.org/10.31921/doxacom.2914

Keywords:

health communication, misinformation, social media, TikTok, skincancer

Abstract

In Spain, young people are particularly susceptible to skin cancer due to their propensity to engage in risky behaviors related to sun exposure. In the current context, where social media platforms –especially TikTok– facilitate the spread of misinformation, health communication plays a critical role. This study explores the attitudes and barriers of TikTok users towards photoprotection. Understanding how young users perceive information and the factors that shape the adoption of preventive behaviors provides valuable insights for designing effective communication strategies on this platform. Using thematic discourse analysis, 3,696 comments from videos tagged with #photoprotection and #solarburns on TikTok were analyzed. The results reveal a duality in user perceptions: while some users demonstrate a growing awareness of the risks associated with sun exposure and recognize both the health and aesthetic benefits of photoprotection, others exhibit skepticism, engage in conspiracy theories, or trivializeand dismiss these risks. Moreover, the findings underscore the importance of information quality and the credibility of content creators in influencing photoprotection behaviors.

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Author Biographies

Ángeles Moreno-Fernández, Rey Juan Carlos University

Dr. Ángeles Moreno holds a PhD with extraordinary award from the Universidad Pontificia de Salamanca and is a Professor in the Faculty of Communication at the Universidad Rey Juan Carlos (Madrid). She is Past-President of the European Public Relations Education and Research Association, and previously served two terms as president-elect and executive director. She was the first person from Spain to hold these positions. She is an active member of the Group for Advanced Studies in Communication (GEAC), the Association of Public Relations Researchers (AIRP) and the Scientific Commission of the Andalusian Institute for Research in Communication and Culture, INACOM. She has participated and led research projects of the European Union, the European Public Relations Research and Education Association (EUPRERA), the Plank Center for Leadership at the University of Alabama, the University of Florida, the MICINN or the Association of Communication Managers. Ángeles Moreno is part of the European Communication Monitor and has been director until 2019 of the Latin American Communication Monitor project, with a global reach of more than 20,000 professional communicators. She has also led the international ComCovid project with 30 researchers in 18 countries and currently leads the international Strategic Health Communication Network with 31 members from 18 countries. Her work has received international awards from the International Communication Association, the Public Relations Society of America and the European Public Relations Education and Research Association.

Dr. Moreno has published more than 270 works including 2 books alone and 27 with co-authors, 24 chapters and contributions to books and 70 articles in indexed academic journals, among the most prestigious in her field indexed in Journal Citation Reports and SCImago Journal Rank, in addition to 32 reports, 31 informative publications, 92 communications and presentations at conferences, 45 as invited speaker and 8 intellectual property registrations. Six-year terms: 3 (17/7/2020). High productivity in relation to the average of full professors 14.33 (Feeley, LaVail, & Barnett, 2011, Scientometrics), which exceeds 270 publications. Web of Science 27 publications registered with a sum of 658 citations, an H-index=12 an average number of citations of 24.37 and an average number of citations per year of 34.63. Similarly, in Scopus the author profile shows 43 publications with an H-index=17 and 119 citations. In Google Scholar the H-index=39 and Hi10-index= 79, with 5953 citations.

His contribution has filled the knowledge gap on strategic communication aimed at both issuing entities responsible for public health communication, as well as information and corporate communication professionals and associations of risk groups and patients. Among many others, the orientation of communication to the most effective elements of the health belief model to achieve photo-prevention in the most at-risk population. Through the publication of articles and reports and participation in congress round tables, workshops, discussion groups and team meetings, as well as the leadership of other projects at international level, this knowledge has reached target audiences. The young university population has been reached through conferences at universities in Spain (URJC and UMA).

In his work as a teacher, he has directed several postgraduate programs in Strategic Communication. He has taught courses in national and international institutions such as University of Salamanca, University of Malaga, University of Florida (US) or University of Jyväskylä (FI). He has more than 3,400 hours of undergraduate, 1,020 of graduate and 285 of postgraduate courses. He has three recognized five-year periods and has obtained three favorable DOCENTIA ratings (2016; 2019; 2023). He has served on the U.S. Commission for Education of Public Relations. He has dedicated his most recent years to reinforce the commitment to the training of young researchers that he had already been exercising in previous stages, through the direction and tutoring of 3 doctoral theses already defended and 3 that are in progress, and direction and tutoring of TFMs and TFGs. She has provided the opportunity to join the work team of projects and research groups that she leads at international and national level to her doctoral and master students, helping them to obtain knowledge and research skills, international collaboration opportunities, dissemination of results and projection of future lines of interest in research. She has also been a reviewer and juror for international and national programs and awards, extending her support and guidance to senior and junior researchers from various countries.
Lara Jiménez-Sánchez, Rey Juan Carlos University

Graduated in Teaching at the Escuela Universitaria de Magisterio ESCUNI in 2012, in Marketing at the Universidad Rey Juan Carlos (URJC) in 2021 and Master in Applied Research in Communication at the same university in 2022. In 2023 she was awarded from the URJC with the Prize for the best TFG, TFM and Doctoral Thesis related to the Sustainable Development Goals for her Master's Thesis, contributing to SDG 3, Health and Wellbeing.

She is currently part of the Predoctoral Research Staff at the Universidad Rey Juan Carlos de Madrid in the Department of Journalism and Corporate Communication belonging to the Faculty of Communication Sciences. He teaches at the same University in the Degree of Advertising and Public Relations.

Also, member of the project R + D + i STRATEGIC COMMUNICATION FOR THE PREVENTION OF SKIN CANCER BY PHOTO-EXPOSURE SOLAR (Comunicancer), with reference code PID2020-116487RB-100, funded by the Ministry of Science and Innovation and the State Research Agency of Spain. And, he actively collaborates in the Group of Advanced Studies in Communication (GEAC).

Her current lines of research focus on Strategic Health Communication and Strategic Communication in Social Media.

Translated with DeepL.com (free version)
Cristina Fuentes-Lara, King Juan Carlos University

Associate Professor PhD, accredited Full Professor of the Department of Audiovisual Communication and Advertising at the Universidad Rey Juan Carlos, she has a consolidated career in national and international projects related to research, knowledge transfer and scientific production.

Throughout his career, he has participated in numerous research projects funded by prestigious institutions such as the Ministry of Science and Innovation and the European Union. Among these projects are those focused on the impact of communication on public health, such as her role as principal investigator in the project on strategic communication for the prevention of skin cancer (2021-2023). She has also contributed to initiatives to support migrant children, such as the Family-Based Care for Children in Migration project (2021-2023), and to studies on migratory discourse, leading research funded by the FECYT.

Her scientific production includes publications in high impact indexed journals, ranked in the first quartiles. She has made significant contributions in the areas of crisis communication, political communication and migration studies. Among his most outstanding articles are studies such as “Factors affecting turnover intentions among Millennial public relations professionals: The Latin American case”, published in Public Relations Inquiry (2022), “Covid-19 communication management in Spain”, which has more than 300 citations, and “Measurement and predictors of resilience among Latin American public relations professionals”, published in the Journal of Communication Management (2019).

In the field of knowledge transfer, she has coordinated workshops and training activities linked to corporate communication and diversity management in higher education. In addition, her participation in prominent contracts, such as the “State of Communication in Spain” project (2021-2023) and “Women in PR” (2020-2023), underlines her commitment to the practical application of research results.

Her impact metrics include an h-index of 14, more than 500 cumulative citations in databases such as WOS, SCOPUS and Google Scholar, and performance as corresponding author in 40% of her publications. These figures reflect her influence in the field of strategic communication and her ability to generate relevant and quality knowledge.

Throughout her career, she has led projects addressing critical issues such as public health, social inclusion and migration narratives, and has established collaborations with national and international universities, strengthening research networks and promoting academic excellence.

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