Resumen

BRUNO, Daniela; DEMONTE, Flavia  y  JAIT, Andrea. Talk about Colorectal Cancer: Message reception study of a national health program in Argentina. Trama comun. [online]. 2020, vol.24, n.120, pp.15-36. ISSN 1668-5628.

This article summarizes the results of the Study of the reception of informative, sensitization and educational messages of the National Program for the Prevention and Early Detection of Colorectal Cancer (PNCCR) carried out by the authors as part of the technical team of the Civil Association Trama - Laszos para el Developing. It was started in August 2016 and completed in December 2017. The objective of the study was to describe, analyze and validate with messages, health teams of the first level of care and population the messages produced by the PNCCR. The study was based on an exploratory-descriptive design and the use of a qualitative-quantitative approach that combined different techniques of information collection (analysis of documents and communication materials of the PNCCR; interviews; focus groups and surveys). The provinces of Tucumán and Misiones were selected for the application of the techniques. The results indicate that to promote the detection of colorectal cancer it is not only necessary to produce more audiovisual materials and fewer graphic materials (simple and illustrated), enhance interpersonal spaces and advance the use of social networks, but also overcome the elliptical way of speaking of cancer of health teams.

Palabras clave : Colorectal Cancer; Communication; Reception Studies; Validation Studies; Argentina.