173066 Content analysis of news coverage on the HPV vaccine

Monday, October 27, 2008

Jasmin A. Tiro, PhD , Applied Cancer Screening Research Branch, National Cancer Institute, Bethesda, MD
Kia Davis, MPH , Health Communications Research Branch, National Cancer Institute, Bethesda, MD
Rohini Bhatia , Applied Cancer Screening Research Branch, National Cancer Institute, Bethesda, MD
Lance D. Potter, PhD , Westat, Rockville, MD
Helen I. Meissner, PhD , Office of Behavioral and Social Sciences Research, National Institutes of Health, Bethesda, MD
Background: News media are an important information source about new healthcare technologies for individuals, healthcare providers, and policymakers. Content and framing of information has the power to shape public discourse and influence attitudes and medical decisions. Most media analyses have focused on newspapers; however, television, especially local, is where most Americans report getting news about health issues. Little is known about coverage differences by delivery channel.

Objectives: This paper compares the content and quality of print and television coverage on the approval of the human papillomavirus (HPV) vaccine.

Methods: We examined all HPV-related articles published in U.S. newspapers archived by Factiva, a database of 10,000 news sources, all national network stories, and a random sample of local stories that aired on 70 stations in 26 U.S. markets from September 2005 to December 2006. Key messages of the media campaign conducted by the vaccine's maker, Merck, were also analyzed.

Results: The vaccine's release was a high-profile story in 2005-2006 with most stories highlighting the controversy regarding the target population (females 9-26 years old) and the potential impact on adolescent sexual behaviors. Stories were generally accurate, but often incomplete with some facts covered more frequently than others. Few stories mentioned that screening is still needed after vaccination and few provided sources for more information.

Conclusion: To enhance the public's self efficacy and information-seeking behaviors, news stories should refer readers to websites and other credible resources. Implications for communication scientists, providers, and policymakers will be discussed.

Learning Objectives:
1. Describe the content and quality of news coverage about the HPV vaccine. 2. Discuss how the media’s portrayal of the HPV vaccine may influence the public's attitudes and healthcare decisions. 3. Identify and discuss differences in HPV news coverage by channel.

Keywords: Immunizations, Adolescent Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I organized the research team, led the development of the coding sheets, abstracted a subset of the articles, analyzed the data and wrote up the results.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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