Oncology in Latvia: RSU researchers highlight harmful stereotypes in public discourse

On 7 May, the multidisciplinary study Cancer and my journey: Oncology narratives in Latvia’s digital space was presented at the Social Sciences Research Centre of Rīga Stradiņš University (RSU). Conducted in collaboration with the analytics and advisory group PowerHouse Latvia, the study was authored by Elīna Vrobļevska, Renāte Grudule, and Mārtiņš Daugulis. The authors highlighted prevailing public perceptions of cancer and healthcare based on an analysis of online content in Latvia.

Using methods of digital monitoring, discourse analysis, and narrative analysis, the research identifies the main discursive directions of cancer-related topics in Latvia’s digital space. These narratives are characterised by strong emotional tones, solidarity with patients, and, at the same time, harsh criticism of the national healthcare system. The researchers point out that public discourse often frames cancer as a heroic journey – a dramatic battle with only two possible outcomes: survival or death. This perception hampers understanding of cancer as a chronic, manageable disease and diverts attention from prevention, screening, and quality of life during treatment.

On social media, oncology is most frequently portrayed through personal patient stories – emotionally charged, evoking empathy, and often accompanied by public appeals for donations. These narratives highlight systemic shortcomings while shifting the burden of responsibility from the state to society. The study also finds that patients with greater social capital receive more attention and support, underscoring inequalities in access to treatment.

Co-author Grudule states that

'The study clearly demonstrates how stigmatising the discourse around oncology is in Latvia’s digital space. It signals a need to broaden public understanding and to talk more about everyday life with cancer, prevention, patient involvement, and dignified support throughout all stages of the illness.'

Lead author and researcher at the Institute of Public Health, Vrobļevska, noted a strong connection between public attitudes towards cancer and the state’s responsibility in ensuring healthcare: 'The issue of funding is the unquestionable beginning and end of any conversation on this topic, and the data makes that abundantly clear. In fact, we can say that society stands in solidarity with oncology patients despite the state. In such a situation, greater state involvement in ensuring access to modern treatment is no longer merely a moral obligation or responsibility – it becomes a matter of maintaining public trust in the state itself.'

The study’s findings are intended to be used in policy planning and public communication, including the promotion of health literacy. A scientific publication with full data and analysis is planned for 2025 in the journal Discourse Studies (SAGE Publications).