Os efeitos produzidos no comportamento da mulher para adoção de hábitos do auto-exame de mamas, a partir de campanhas veiculadas pela mídia

Abstract

The breast cancer is a problem that worries the health authorities and so it deserves a special attention due to the great number of cases recorded annually. The educations campaigns have become a m.arketüig strategy that involyes the goverBment, nursey and the society, eager to expand iníQmiation íbr the adoption of breast seli-exam practice. The aims of this study are; to anatyse what the women learned and memorizeu from the breast cancer campaígiis^ done by some means oi' communicatiQn. To be sure if the repass of mibrination by the media makes the woman recognize the importance of the precocious detection of breast cancer mid to identify banges in tïie woma's atütude motivated by the campaigns that is the awareness. Interviews were carried out with íïíly women who look ibr the prevention service from instituto de Prevenção do Câncer do Ceará in the city Fortaïeza, during the months of May, June and July de 1999. The interviews were prepared with questions about tiie means oi" communication and the precocious detection of breast cancer. The resuíts coílecíed were grouped according to the technical organization of data proposed by Bardin. The categories obtained, received na mteFpretation QII which some interences were made from the results in agreement to the behayiorai, cognitive, and afiective afíects proposed Qn the Depen.dece Model oí' Ball-RQckeach & Defleus. In the cognitive aifects it was reported the presence of teaching- learning inotivated by cancer propaganda and the understantííng of values conílicts that the media throw througfa the message. In tfae beiiavioral affects it was observed a mark of wonian's dependence provoked by the iniorniation and that is confínned by her mobilization to do íhe hreasí selí-exam. There were reports about discovering nodules. In the ailective aíïects it was noticed that some woman revealed feelmgs as fear which made her vulnerable .