The Influence Of Persuasive Narrative In Media On The Vaccination Behavior Of Female College Students

The incidence of cervical cancer in China has shown a trend of rejuvenation,and it is the second most common cancer after breast cancer,which seriously threatens and destroys the life,health and daily life of women,especially young women,it is imperative to promote the human papillomavirus and cervical cancer education.However,our country is faced with the situation of insufficient medical resources,uneven distribution of resources,great differences in personal thoughts and life styles.The media has become an important channel to affect public health and plays a key role in the process of constructing public cognition.The traditional media in China has been limited in the dissemination of health information,changing public health attitudes and health behavior.With the launch of china-made quadrivalent HPV vaccine and imported nine-valent HPV vaccine,many news reports about HPV have emerged on major media platforms.Most of the reports focus on the morbidity and mortality of cervical cancer,the age of vaccination,the price of the vaccine,and so on.And cervical cancer is closely related to the sensitive topics of sexual health and cancer,which poses a new challenge to the media on how to introduce and promote the vaccine,popular science on cervical cancer and its screening and prevention,how to increase the appeal of information and improve the effect of persuasion is particularly important to the media in the process of interpreting information.In order to explore the persuasive effect of HPV vaccine and cervical cancer on college girls as information recipients,in-depth interview was used in this study,female college students(N≥30)who have not received HPV vaccine were selected from universities in China.They were asked to read and watch in-depth interviews after selecting two representative written reports,two cartoons and two videos in advance,to explore changes in their attitudes and behavior.And in-depth visit within 2 months after the return visit to explore the persistence of the effect of persuasion.The study found that,the following narrative features exist in the media persuasion narrative of HPV one-second and cervical cancer reports:authoritative and well-known sources can increase the trust of interviewees,the content of media reports becomes the decisive factor of persuasion,and under the loss frame,the first-person narrative and the third-person narrative are more effective than the third-person narrative in arousing the interviewee’s emotional identification and the frame of income.Secondly,the media persuasion narrative has a greater impact on the disease prevention intention of female college students,but there are many uncertainties in vaccination behavior.In particular,true stories can increase the persuasive power of the narrative,appeal to fear can stimulate vigilance,positive/negative emotions can promote positive cognitive change,and media information can enhance the perception of the risks and benefits of the vaccine;At the same time,the willingness of female college students to receive vaccination decreased with time,the interviewees showed a certain mindset and Crowd psychology,and the success rate of vaccination was affected by many factors.Finally,the effect of persuasion narrative is different in different media: text narrative can give the interviewee imagination space,comic narrative can increase the interest of persuasion,but less thinking,video narrative has more appeal.Finally,based on the culture-sensitive health transmission model,combined with the special national conditions of HPV vaccine and cervical cancer,as well as the multiple political,cultural and economic characteristics of China,this paper summarizes the recommendations of the media persuasion narrative under the topic of HPV and cervical cancer,that is,we should strive to eliminate social stigma and misunderstanding of disease,pay attention to the distribution of power,and constantly improve the prevention and treatment mechanism and multi-interaction,establish a cooperative mechanism among all social parties,strengthen the psychological and mental health education of the whole society,set up a new way of communication between doctors and patients,and improve the communication efficiency.