De lazos rosas a narrativas de realidad: Análisis de la comunicación multimedia de la AECC durante la campaña #NosLoTomamosAPecho

Carmen Vanesa Álvarez-Rosa

doi:10.35669/rcys.2026.16.e416

Authors

Carmen Vanesa Álvarez-Rosa Universidad de Salamanca https://orcid.org/0000-0002-9694-0843

DOI:

https://doi.org/10.35669/rcys.2026.16.e416

Keywords:

Health Communication, Digital Discourse, AECC, Communication Strategies, Instagram

Abstract

Introduction: Health communication has evolved towards participatory digital models in which social media platforms serve as spaces for information, support, and identity constructionbuilding. As such, Instagram has become a strategic platform for third-sector organizations. This article aims to analyses the communication strategy employed by the Spanish Association Against Cancer on its official Instagram profile during October 2025 with the “Nos lo tomamos a pecho” campaign. Methodology: An exploratory-descriptive research design with a mixed-methods approach was conducted on a corpus of 27 feed posts. Using a coding sheet, formal, discursive-narrative, and pragmatic variables were analyzed combined with interaction metrics (likes, comments, shares and engagement rate). Results: The data suggest an association between the use of testimonial narrative resources and higher levels of communicative interaction. Discussion: Based on the results, the campaign appears to favor narratives centered on testimonial frameworks, which emphasize social support as the core of communication. Conclusions: The analyzed campaign reflects a configuration of health communication strategies aimed at co-creating the message and strengthening the bond with the audience. However, given the exploratory nature of the study and the size of the corpus, the results should be interpreted with caution, and future longitudinal and comparative research should be encouraged.

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Author Biography

Carmen Vanesa Álvarez-Rosa, Universidad de Salamanca

Carmen Vanesa Álvarez-Rosa: Research and Teaching Staff Member in the Department of Spanish Language at the University of Salamanca. Coordinator of the Research Group on Discourse in Contemporary Spanish and the Research Group on Discourse and Society. Her research focuses on discourse analysis, communication in specialized languages, and the teaching of Spanish as a native and foreign language.

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