Abstract:

Breast cancer (BC), a life-threatening illness, is the most widespread cancer affecting women in the world. Women may experience a number of physical and psychological problems after being diagnosed with breast cancer. To deal with these problems, women use different strategies. This study was used netnography method to examine the strategies used by women with cancer to deal with their problems. The strategies examined were based on the COPE scale developed by Carver et al. (1989) and used by Kershaw et al. (2004). This study examines coping strategies under two headings: active strategies and avoidance strategies. The study was analyzed close to 1000 consumer (patient) comments, posted on five different message boards for consumers. Patients in the group were observed to tell their own stories, ask for help from others in the group, and use different coping strategies in their fight against cancer. In particular, cancer patients were found to use multiple strategies together rather than using a single one. In addition, patients using active coping strategies were observed to be more optimistic, happier, and more appreciative of life, whereas patients using avoidance strategies were observed to avoid taking responsibility, ignore their illness, and blame others for the illness.

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