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Background: Early-stage breast cancer has the complex challenge of carrying a favorable prognosis with multiple treatment options, including breast-conserving surgery (BCS) or mastectomy. Social media is increasingly used as a source of information and as a decision tool for patients, and awareness of these conversations is important for patient counseling.

Objective: The goal of this study was to compare sentiments and associated emotions in social media discussions surrounding BCS and mastectomy using natural language processing (NLP).

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This article considers the multiple relations that emerge from and between Facebook commenters, as well as between commenters, researchers, and the research project during recruitment. To do so, we draw on our experiences of recruiting individuals who have concerns about or are opposed to a range of recent social and legal changes in 'post-equality' contexts. Understanding research as co-created rather than 'collecting data from' participants, we consider the researcher, commenters, and Facebook technologies as active agents, and ask how the emergent relationalities between these agents shapes the social media recruitment process.

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