Análisis comunicativo de la fanpage CA Positivo – Proyecto Oncológico

Abstract

"CA Positivo" was created with the purpose of helping other people who have been diagnosed with cancer and have an oncological treatment, through informative and educative contents. The research work aims to: analyze in depth the communicative strategies of social advertising in the fan-page, identify the key factors used in the construction of messages on oncological topics, categorize the traffic of metrics generated by the content applied in the fan-page and determine the type of discourse used in "CA Positivo - Proyecto Oncológico". It also presents analysis on the communicational strategies; which allow measuring the level of acceptance, awareness and effectiveness of the contents built and shared within the fan page; the digital strategies are reflected by the management of the image and the testimonial discourse, which is used to promote the engagement and interaction with the followers; because the life stories are a resource that attracts new users to the fan page. In addition, the contents published on the page use motivating and experimental messages because they share all the experiences from the point of view of Andrea Arroyo Ruiz and other patients. In conclusion, this oncology project is not for profit because the purpose of the contents is to inform about oncology issues. To create a community that provides a great deal of support and allows for the communication of all the feelings and thoughts that one wishes to share.