A Pap smear, also called a Pap test or a Papanicolaou test, describes a procedure that removes cells from the surface of a woman’s cervix and surrounding tissue for microscopic examination. Once a doctor takes a sample from a patient, a pathologist examines the cells, looking for cervical cancer cells or abnormal cells that could develop into cancer cells. In addition to screening for cervical cancer, Pap smears can help doctors detect infection, inflammation, or certain viruses like human papillomavirus (HPV).
The American College of Obstetricians and Gynecologists (ACOG) recommends women ages 21 to 29 receive a Pap smear every three years. Women ages 20 to 65 should also receive a Pap smear every three years or undergo other HPV testing every five years. However, according to the Centers for Disease Control (CDC), only 66% of women in the United States, aged 18 or older, have received a Pap smear in the past three years. Additionally, recent literature demonstrates strong racial disparities, particularly among non-Hispanic Black women, in cervical cancer screening.
Because early detection of cervical cancer improves the chances of a positive outcome, an important focus remains to encourage more women to undergo regular screening. A unique study undertook a novel strategy to increase compliance with Pap smear recommendations using the social media platform TikTok! The authors recently published their findings in Health Communication.
The study evaluated how women received messages about Pap smears delivered in short videos on the TikTok platform. Specifically, the study looked at two message features: the “source,” the person communicating the message, and the “autonomy support,” described as giving the individual the independence, respect, and choice to make their own decision.
The researchers report that 636 females, aged 21 – 29, viewed TikTok videos about Pap smears and then responded to a survey regarding their interpretation. Topics included how the women perceived the source's credibility and the message's effectiveness. Also, women answered questions regarding their attitudes toward the message and Pap tests. Finally, women indicated their intention to engage with the videos.
The TikTok videos varied the sources as some videos presented information from a doctor while others showed a peer leading the video. The level of autonomy support also differed between the videos under investigation; some used strong language to demand viewers get a Pap smear, while other videos took on a tone more supportive of the viewers’ choice of whether or not to undergo a Pap smear.
In general, videos featuring doctors appeared more favorable than those featuring the young women’s peers. According to the publication, women perceived doctors as more credible than peers, and likewise, women also perceived videos showcasing doctors as more effective than those featuring other young women.
Women reported improved attitudes towards messaging and attitude towards Pap smears when viewing autonomy-supportive videos featuring a doctor. Regardless of the delivery source, autonomy-supportive videos encouraged viewers to engage with the content through social media.
Overall, the study demonstrates that short videos on social media can help inform women about Pap smears and encourage them to screeded. Based on the data presented in the study, the authors conclude that social media platforms, like TikTok, could provide an effective tool for health communications aiding doctors getting information out to the general public.
Sources: Am J Prev Med, Health Communication