1. Wenbo Li, Yan Jin, Glen Nowak
Media Portrayal of Newly Approved HPV vaccine in China: A Content Analysis
Wenbo Li, Yan Jin, Glen Nowak

2. 38,100
cervical cancer cases
related deaths
212,000

3. Introduction 28% of the world’s cervical cancer cases;
Over 100 countries approved since except for China;
2006 – 2017: 10 years delay;
98,900 incident cases of cervical cancer and 30,500 related deaths in 2015;
Bivalent HPV 16/18 vaccine Cervarix® approved in July 2017, available in early 2017.

4. Factors influencing public attitude
Consequences of 10-year delay;
Distrust of China’s immunization program;
Knowledge and belief of HPV and the HPV vaccine.

5. Theories
Precaution Advocacy
Health Belief Model

6. Research questions
RQ1 What information was reported by Chinese newspaper surrounding HPV and the HPV vaccine? RQ2 To what extent did Chinese newspapers report information about HPV and the HPV vaccination related to HBM factors? RQ3 Did information related to HBM factors change over time?

7. Method January 2000 – December 2016;
Chinese language keywords of 疫苗 (vaccine), HPV, and/or 宫颈癌疫 苗(cervical cancer vaccine);
China Core Newspapers Full-text Database & Chinese search engine Baidu.com;
253 items in total;
Development of coding scheme.

8. Result
62.1% were published from 2012 to 2016, including 39.1% in 2016;
82.3% had a neutral tone;
Cervical (85%) and other cancer prevention (71%) were mentioned far more often than genital wart prevention (26.45);
Most stories included mention of both who was susceptible and cancer severity;
Almost all stories mentioned the vaccine’s effectiveness (97.2%), but most also mentioned it was not 100% effective;
While Chinese health officials focused on vaccine use for females, one third of stories included mention of males.
Information related to HBM factors changed over time.

9. HBM Factors Information n % Susceptibility 176 69.6 Severity 123 48.6
Susceptibility
176
69.6
Severity
123
48.6
Benefits
250
98.8
Barriers
Concerns about vaccine’s safety
Vaccine’s low effectiveness
Side effects
Costs
113 9 14 31 59
44.7
3.6
5.5
12.3
23.3
Self-efficacy
192
75.9
Steps to take vaccine
Accessible 66
126
26.1
49.8
Cues to action
200
79.1
Expert testimony
Personal story
198 21
78.3
8.3

10. Conclusion & Discussion
Vaccination recommendation received modest news media coverage to date.
HPV vaccine communication efforts should build off themes found in the media coverage.
As part of the focus on cancer prevention, HPV vaccine risk communication efforts should expand awareness of the role that males play in HPV transmission.

11. Q&A