Content Analysis of HPV Vaccine Messages on Chinese Social Media

Abstract

The present study aimed to explore the characteristics and effects of messages about the Human Papillomavirus (HPV) vaccine on WeChat, a social media platform in China, with the theoretical underpinning of the Limited Capacity Model of Motivated Mediated Message Processing and the Health Belief Model. Researcher carried on content analysis and found that severity (37.82%), susceptibility (36.13%), benefits (68.07%), and barriers (47.9%) have appeared in WeChat. The target audience was mainly women (91.5%), and most of the media platforms were non-medical organizations (72.27%). People in China had a positive attitude toward HPV9. The research findings elucidated to explore the effectiveness of the messages about the HPV vaccine on WeChat, indicated that the potential effects of social media messages on individual cervical cancer prevention intentions and behaviors. In the end, researcher proposed some strategies for identifying the messages, and the implications of the findings were also discussed.