What kinds of identities are performed in hereditary cancer content on TikTok? We studied the “most popular” Lynch Syndrome and BRCA posts on TikTok and found that creators enact certain roles: the celebrator focuses on strength, resilience, health, and beauty, with users constructing performances of confident, strong, and reflective selves. The defender actively works to respond to criticism, stigma, and misconception, defending themselves, their decisions, and their wider communities, often showcasing a politicized self. The mentor constructs a supportive, empathetic self that gives recommendations, instructions, and encouragement to their audience. Why do these roles matter? Firstly, these roles appear within the most visible, and arguably most popular, content connected to #BRCA and #lynchsyndrome, therefore revealing something about the type of narratives users are exposed to when seeking information and support in relation to a hereditary cancer diagnosis on TikTok. Secondly, compared to other social media, TikTok content shows more non-normative representations of the condition e.g. "flattie" content. These alternative representations are celebrated (the celebrator) and used as a springboard for support (the mentor), but they also have to be defended (the defender). Does this raise questions on the extent to which TikTok is a supportive, safe space for hereditary cancer creators? The article was published open access in Social Media + Society on 31 May 2025.

How do images of hereditary cancer syndromes become popular on social media? In this article we analyse BRCA images posted on Facebook, Instagram or Twitter between 2022 and 2023. Our analysis shows that images that attract high engagement tend to reinforce racialised and gendered assumptions about the condition, excluding several groups in society (e.g., women who do not undergo breast reconstruction, non-white individuals, individuals with cancers in organs different from the female breast). We discuss the implications for the way these conditions are seen and experienced in contemporary societies and the work done by social media platforms in reinforcing dynamics of exclusion. The article was published open access in Sociology of Health and Illness on 20 September 2024.

How are BRCA & Lynchsyndrome talked about on public social media? In this article we discuss how hereditary cancer becomes "social media visible" to understand the potential impact of social media everyday practices on lay understandings and experiences of the condition. Our work shows that while scientists flood Twitter (X) with self promotion and tentative networking, orgs & corporates advocate on Facebook and creators influence on Instagram & TikTok. Does it all help? We will find it out in the remainder of the project (especially in WP4). This article was published open access in New Media & Society on 19 February 2024.

Presentation delivered at the Annual conference of the International Communication Association. 29 May 2023, Toronto.

Invited talk at The Boomer Divide Summer School organised by Circolo del Design. 18-22 July 2022, Torino, Italy.

Introductory presentation delivered at the 'Knowing Humans' seminar organised by iHuman. 19 April 2021, University of Sheffield.