| Titre : | Period Tok: Uncovering Women's Health Narratives on Social Media: A Social Media Analysis |
| Auteurs : | Allegra Peery ; Ecole des hautes études en santé publique (EHESP) (Rennes, FRA) |
| Type de document : | Mémoire |
| Année de publication : | 2024 |
| Description : | 44p. / fig., tabl |
| Langues: | Anglais |
| Classement : | MPH/ (Mémoires MPH à partir de 2024) |
| Mots-clés : | Menstruation ; Réseaux sociaux ; Stigmatisation ; Tabou ; Vidéo ; Education santé ; Représentation santé ; France |
| Résumé : |
This study investigates how women’s health brands use TikTok to communicate ideas about menstruation, and identify and analyze how the audience perceives the content. The project arises from the significant stigma and misinformation surrounding menstrual health. Although menstruation is a normal bodily function, people hesitate to discuss menstruation openly, which results in a lack of information about periods and their management.
To conduct this research, I performed a social media content analysis for 4028 short-form videos from ten women’s health brands on TikTok, focusing on videos that specifically address menstruation. Out of these, I analyzed 549 videos for their content, themes, and audience engagement metrics, including likes, comments, and engagement rates. I included all data from June 24, 2022, to April 1, 2024, covering various topics such as healthcare, stigma, period products, and educational content. The findings reveal that menstrual health content generally receives positive engagement - more likes and comments than their non-menstrual health counterparts. However, many brands still portray menstruation negatively or as an inconvenience. Videos addressing menstrual stigma receive higher user engagement, indicating that societal attitudes surrounding period stigma may be changing. Users use the comment sections to share tips, experiences, and seek information, showing a need for increased safe, online, educational community spaces. In conclusion, TikTok may be a valuable platform for disseminating menstrual health information and challenging existing stigmas. To further these efforts, women’s health brands should continue to produce varied menstruation content that is neutral or positive in nature. They should encourage conversation about stigma and menstrual experiences. Due to the increasing political climate surrounding reproductive health education, social media platforms like TikTok may be an appropriate space for menstrual health messaging. |
| Diplôme : | Master MPH of public health |
| Plan de classement simplifié : | Master of Public Health - master international de Santé Publique (MPH) |
| En ligne : | https://documentation.ehesp.fr/memoires/2024/mph/allegra_peery.pdf |
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