Participatory Online Platforms and the Construction of Citizen’s Autonomy in Health Issues

The goal of the present study is mapping the nature of possible contributions of participatory online platforms in citizen actions that may contribute in the fight against cancer and its associated consequences. The research is based on the analysis of online solidarity networks, namely the ones residing on Facebook and the blogosphere, that citizens have been gradually resorting to. The research is also based on the development of newer and more efficient solutions that provide the individual (directly or indirectly affected by issues of oncology) with the means to overcome feelings of impotence and fatality. In this chapter, the authors summarize the processes of usage of these decentralized, freer participatory platforms by citizens and institutions, while attempting to unravel existing hype and stigma; the authors also provide a first survey of the importance and the role of institutions in this kind of endeavor; lastly, they present a prototype, developed in the context of the present study that is specifically dedicated to addressing oncology through social media.

Os Media Participativos e a importância do Cidadão e da Instituição enquanto Marcas mobilizadoras na área da Oncologia

Present paper aims at surveying the relevance that brands and identities may have in participatory platforms in the context of oncology. Despite the fact that these platforms provide the same tools to citizens and institutions alike, their capacity for mobilization is distinct. In general, institutions seem to be more successful, although this is not always the case. Discussing the concept of brand and identity, as well as understanding how the differences between citizens and institutions may blur within the context of new media, may contribute to answering the above question. We anchor our analysis on the study of social network Facebook, oncological institutions and citizen support groups, and various health studies. The ultimate goal will be the clarification of the importance of brands and identity as a contributive factor towards new solutions in participatory media