Online Activism: Advocacy in Internet Cancer Communities

Internet cancer communities (ICCs) provide a new and unique collective setting for people with cancer. Thus, these communities have the potential to advance public health and to promote health by encouraging collective action. The current study utilized a qualitative analysis of participation in ICCs to examine advocacy processes in ICCs. The analysis included over 1,000 email messages posted to two different ICCs. Findings: the content of email messages in these groups included attempts to promote three types of advocacy: (a) self-advocacy in communication with health care providers, (b) rallies and fund-raising for awareness, research and treatment for the type of cancer the community suffered from. To a lesser degree, communication in ICCs related to (c) issues related to health insurance and/or to larger health-policy issues. In addition, communication in the lung-cancer ICC related to Tobacco Companies were raised. Finally, grass-root organization utilized lung ICCs to gain visibility and promote their cause. Conclusions: ICCs might be sights for a new form of activist groups and health promotion. Communication in ICCs manifest participants' feeling of psychological empowering processes, and calls for activism. Future studies are needed to explore whether participation in online groups is associated with similar behaviors to those of FTF activists groups.