Understanding Head and Neck Cancer Through the Public Eye: A Qualitative Study of Social Media Responses to Celebrity Cases

This qualitative research investigates public understanding and communication patterns surrounding head and neck cancers (HNCs) and human papillomavirus (HPV) through thematic analysis of Reddit discourse following celebrity diagnoses. Despite HPV-associated oropharyngeal cancer accounting for over 50% of UK oropharyngeal cancer cases, substantial public knowledge gaps persist. Research Purpose: The study examines how laypeople discuss and understand HNCs when engaging with celebrity cases on Reddit, addressing three core questions: (1) How do people demonstrate their understanding of HNC through celebrity experiences? (2) What attitudes toward HPV and HNC are visible in public discussions? (3) What terminology do laypeople use when discussing HNC cases? Celebrity health disclosures function as "de facto public health campaigns," generating concentrated discourse that reveals authentic patterns of understanding and misconception. Expected Outcomes: This research will identify common misconceptions about HNC and HPV persisting in public discourse, document the terminology preferences of laypeople versus medical terminology, and reveal attitudes toward HPV that may influence stigma or health-seeking behaviours. Findings will map gaps between medical understanding and public knowledge, informing more effective health communication strategies. By analysing naturally occurring discourse during moments of heightened public attention, the study aims to provide insights that could improve early diagnosis and patient outcomes through enhanced public messaging. Timeline Note: This protocol was developed and reviewed by supervisors during 2025 but is being formally registered after Phase 1 (Familiarisation) of thematic analysis was completed in December 2025-January 2026. This timing resulted from competing priorities including Twitter API access challenges. A Transparent Changes document accompanies this registration documenting methodological adaptations, particularly the pivot from dual-platform (Reddit + Twitter/X) to Reddit-only collection due to Twitter API constraints.