In recent years, the landscape of health communication has undergone a seismic shift. Short-form videos, once dominated by pet antics and comedic sketches, have increasingly become vital tools for disseminating crucial health information. Harnessing platforms like TikTok and Instagram Reels, medical professionals and researchers are reaching wider and more diverse audiences to encourage preventive health behaviors. One such endeavor focuses on promoting cervical cancer screening through pap tests—a procedure essential to early detection and prevention of cervical cancer, yet often fraught with anxiety and misinformation.
Ciera Kirkpatrick, an assistant professor specializing in journalism and mass communication at the University of Nebraska-Lincoln, has spearheaded an innovative study exploring how message framing and visual presentation influence viewers’ reactions to educational videos about pap tests. Her research, conducted alongside LaRissa Lawrie of the University of Missouri, scrutinizes the nuanced effects of showing medical instruments—specifically the speculum—within short-form videos designed to motivate women to undergo screening.
Pap smear tests involve collecting cervical cells to detect precancerous or cancerous changes. Despite the procedure’s pivotal role in drastically reducing cervical cancer incidence since the 1970s, uptake remains suboptimal, especially among young women aged 21 to 29. Kirkpatrick’s inquiry stems from the question: how can health communicators optimize video content to maximize receptivity, minimize fear, and ultimately increase screening rates?
Their experimental study revealed a striking yet intuitive insight: knowledge-based messaging eclipses fear-based appeals when it comes to viewer engagement and behavioral intention. Videos that contextually explained the importance of pap tests, the demographics for whom screening is advised, and the procedural steps—while concurrently showing the speculum—were more successful than those emphasizing avoidance of pain and discomfort.
This finding challenges prevailing assumptions in health communication that graphic depictions of medical instruments invariably provoke anxiety and avoidance. Indeed, while the presence of tools like the speculum did elicit some fear among participants, the emotional response was less pronounced than anticipated when paired with informative, reassuring narration. Conversely, videos that combined demonstrations of the speculum with warnings of pain created a compounding effect, significantly dampening viewers’ likelihood of scheduling a pap test.
Kirkpatrick reflects on the delicate balance inherent in using medical visuals on social media platforms. The “behind-the-scenes” glimpses offered by short-form videos satisfy public curiosity but have the potential to backfire if they inadvertently exacerbate procedural fears. “Information is power,” she affirms, emphasizing that credible and thoughtful presentation of medical tools can demystify procedures and empower viewers to take charge of their health.
This research is particularly salient given the pervasive consumption of health information on platforms like TikTok, where according to Kirkpatrick’s earlier studies, nearly two-thirds of young women actively seek health information, and over 90% encounter it passively. This underscores the importance of crafting precise, audience-sensitive content that feels accessible and trustworthy without overwhelming or alienating viewers.
The implications extend beyond pap test promotion to other preventive screenings and medical communications leveraging social media. As digital health communication becomes mainstream, strategies grounded in empirical evidence about message framing can guide healthcare professionals in designing compelling, non-threatening content that effectively nudges audiences toward health-positive decisions.
Research like Kirkpatrick’s reminds us that the interface between technology, psychology, and healthcare communication is complex and evolving. Employing experimental designs to interrogate how different frictions—such as fear induced by medical tools—interact with messaging builds critical knowledge to refine public health campaigns.
Moreover, as cervical cancer rates plateau following decades of decline, addressing persistent barriers to screening, such as lack of awareness and psychological avoidance, becomes imperative. This study identifies one path forward: placing knowledge and transparency at the forefront of video content rather than fear or discomfort. By elucidating the function of the speculum and the importance of regular screening, the videos can build familiarity and reduce stigma associated with gynecological exams.
Kirkpatrick’s work intersects with a growing body of infodemiology research interested in how digital media shapes health behaviors. Harnessing the viral potential of short-form videos while maintaining rigor in message content affords a potent channel to close knowledge gaps that have stalled cervical cancer prevention progress.
As the medical community continues to expand its digital outreach, this study sets critical guidelines ensuring that tools intended to inform do not inadvertently intimidate, but instead foster informed, confident decision-making among viewers.
Ultimately, the future of preventive health may rest not just on advances in medical technology, but on the artful science of communication—how knowledge is packaged, framed, and delivered in the fast-paced, visually driven age of social media. Kirkpatrick’s research provides a beacon for medical communicators navigating this terrain, illustrating how carefully framed educational content can inspire action rather than apprehension.
Subject of Research: People
Article Title: "This is What a Speculum Looks Likes!" Effects of Medical Instrument Demonstration and Message Framing in Pap Test Videos on Social Media
News Publication Date: 2-Jun-2025
Web References:
- https://www.tandfonline.com/doi/full/10.1080/10410236.2025.2511733
- https://news.unl.edu/article/study-highlights-use-of-tiktok-to-encourage-cervical-cancer-screening
- https://www.cancer.org/cancer/types/cervical-cancer/about/key-statistics.html
- https://infodemiology.jmir.org/2024/1/e54663/
References:
Kirkpatrick, C., & Lawrie, L. (2025). "This is What a Speculum Looks Likes!" Effects of Medical Instrument Demonstration and Message Framing in Pap Test Videos on Social Media. Health Communication. DOI: 10.1080/10410236.2025.2511733
Image Credits: Liz McCue | University Communication and Marketing | University of Nebraska-Lincoln
Keywords: Cervical cancer screening, Pap test, Health communication, Short-form videos, Social media health promotion, Speculum demonstration, Message framing, Fear appeal, Digital health literacy, Preventive health behaviors, TikTok health content
