Evaluating the “Praise Movement” on Social Media: Perceptions of the Human Papillomavirus Vaccine in Japan

Abstract

Although still controversial in some aspects, the human papillomavirus (HPV) vaccine is widely recognized as a tool for preventing cervical cancer. However, Japan has historically struggled with vaccine hesitancy due to misinformation and public concerns about side effects. This cross-sectional preliminary study investigated an emerging social media trend, the “praise movement,” in which users on X (formerly Twitter) commend individuals for receiving the HPV vaccine. Although the data collection period was short in 17 d and limited volume of posts were included in the analysis (n=70), we identified the movement when the term “HPV vaccination” appeared on Japan's trending list on X. Through sentiment analysis and content categorization of posts, we found that the majority of posts (91.4%) exhibited positive sentiment, whereas 5.7% were negative. While previous studies have documented negative reactions to HPV vaccination on social media, this study highlights a shift toward positive reinforcement. The praise movement may reflect a broader shift in public attitudes toward HPV vaccination, influenced by both grassroots advocacy and official efforts, including the catch-up vaccination program. Given this study is just a snapshot of a short period and a small volume of trend, a further in-depth study should be warranted. Nevertheless, our findings suggest that online communities can play a meaningful role in influencing public health behaviors, providing insights into potential strategies for improving vaccine uptake. This study offers valuable perspectives on digital health communication and its implications for addressing vaccine hesitancy in Japan and beyond.