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Self-Efficacy Expectations through Breast Cancer Media Campaigns: Content Analysis of Media messages under the Umbrella of Social Learning Theory
Abstract
The current research study recognizes diverse factors related to breast cancer awareness and knowledge campaigns running in Lahore, Pakistan which is based on Bandura’s social learning theory. The study aims to allow an understanding about breast cancer into what progressing campaigns and activities demonstrate, moreover giving awareness. The data were collected from the official Facebook pages of Pink Ribbon Pakistan and Shaukat Khanum Memorial Cancer Hospital from the duration of October and November 2019 i.e. pinktober. The article analyzed the signs, images, and implications used in breast cancer awareness campaigns, and methods that were utilized to demonstrate the concentration of the spectators towards this disease. The results of the data consist of writings, visual expressions, and objects, and even though symbolical perspectives and qualitative descriptions were distinguished and investigated. The study concludes that in Pakistan, breast cancer awareness campaigns are giving more attention to raising resources and funds rather than educating individuals about precautionary actions.
Authors
Shafaq Chaudhry
Ph. D Scholar, Department of Mass communication, Lahore College for Women University, Lahore, Punjab, Pakistan
Prof. Dr. Anjum Zia
Chairperson, Department of Mass communication, Lahore College for Women University, Lahore, Punjab, Pakistan
Keywords
Awareness Campaign, Breast Cancer, Breast Self-Examination (BSE), Pink Ribbon, Social Learning Theory
