News media coverage of the human papillomavirus (HPV) vaccine, December 2005-November 2006

The public frequently uses newspapers and television news to self-educate and formulate opinions about health issues. Our research suggests that describing the vaccine as an STI-prevention mechanism rather than as a cancer-prevention mechanism decreases interest in the vaccine, possibly due to the social stigma of an STI. The purpose of this study was to assess how media described the HPV vaccine during the months directly preceding and following FDA approval. Content analysis examined news stories from December 2005 through November 2006 in top newspapers, broadcast networks, and the Associated Press. Stories were coded for attributes such as article type; use of terms HPV, cervical cancer, and vaccine; description of HPV as an STI; vaccine efficacy; and discussion of continuing Pap smears after vaccination. 225 articles (73.3% newspaper, 26.7% broadcast) were analyzed by two coders (α=0.99). “Cervical cancer” appeared in the headline 50.3% of the time, whereas “HPV” appeared less than 20% of the time. Roughly 75% of articles described HPV as sexually-transmitted, and more than 75% excluded information about the need for Pap smears after vaccination. Newspapers were significantly more likely to have this discussion compared to broadcast stories. HPV vaccine coverage is not comprehensive and may have negative effects. The majority of articles described the vaccine as preventing an STI, which could reduce interest in the vaccine. Most articles did not explain the need for continued Pap smears after vaccination, which may cause women to abandon these exams if they feel a false sense of security from the vaccine.