Vlogging Cancer: Predictors of Social Support in YouTube Cancer Vlogs

Social support research has demonstrated the physical and psychological benefits of social support for patients, but has done little to identify successful strategies for eliciting social support. However, contemporary digital channels offer new ways to examine this issue. In particular, this study explores vlogging as a coping strategy for cancer patients and a context in which to explore predictors of online social support. A content analysis of 69 YouTube vlogs and 869 associated comments was performed. A series of multilevel binomial logistic regression analyses revealed that narrative features that position the cancer patient as protagonistincluding providing an explanation of the diagnosis experience, agentive problem solving, and positive reappraisal of the situationwere associated with receiving empathic support. In contrast, moralizing pleads for audience checkups decreased the likelihood of receiving empathic support. Findings contribute to an undertheorized body of research that also has translational value for patients, doctors, and designers of supportive online spaces who might eventually recommend narrative vlogging in clinical settings.