Study On Media Coverage Of HPV Vaccine

Since July 18,2016,three types of HPV vaccines have been marketed in Chinese mainland consecutively,which have been a major welfare to improve the health condition of Chinese women.But as a new self-funded cancer vaccine,the public knows little about it.Besides,vaccine safety incidents have occurred frequently in recent years,so the trust from the public on vaccines has declined.At the same time,there are some unreasonable media reports,which leads to the low vaccination rate of HPV vaccine.From the perspective of health communication,this paper will take the HPV vaccine news report from July 18,2016 to December 31,2018 in Baidu News Search as the research sample and explore the transmission characteristics and shortcomings of HPV vaccine news reports in China through content analysis and discourse analysis.The study have shown that although the reports about HPV vaccines in mainland have increasingly fluctuated,there are still some problems,including being the news stage of “information”;the keynote of reports mainly based on positive attitude and the source of information deviating to government agencies;the issues of reports focused on vaccine government policies and the issues of uneven distribution;inaccurate and incomplete reporting information and the stereotyped tendency of reporting presentation.This study holds that making use of mass media to publicize public health education can promote the change of public health behavior.In order to improve the coverage rate of HPV vaccines,media reports in China should pay attention to public opinion guidance and be vigilant against anti-vaccine speech;identify target groups,emphasize the publicity towards parents,improve the accuracy and integrity of health communication;break through the "information" stage,strengthen communication with the audience and innovate the reporting mode.