Beyond the birds and the bees: a qualitative content analysis of online HPV vaccination communication

Abstract

Background: South Carolina lags behind other states in the United States in HPV vaccination rates. This study investigated online HPV vaccination communication to provide insight to increase vaccine uptake through effective messaging.Method: A qualitative content analysis of publicly available documents in South Carolina between 1 June 2014 and 31 May 2015 was performed, including 83 website/blog posts, 211 tweets, 144 Facebook posts, and 31 articles in local and statewide newspapers. Diffusion of innovations theoretical framework and a constant comparative method were used to analyze data in HyperRESEARCH 3.7.2.Results: Current messaging in South Carolina emphasized the relative advantage of HPV vaccination as cancer prevention strategy. Two primary misconceptions about the HPV vaccination were identified: concerns about safety and that the vaccine could increase sexual activity among adolescents. The content analysis revealed that health care provider support is needed to normalize HPV vaccination as part of the routine immunization series. Observing messages from peers served as a vicarious trial experience of the vaccine for adolescents and young adults and showed gaps in vaccine uptake among males and lack of series completion among males and females.Conclusions: Future messaging should focus on compatibility with the target audience’s values by addressing misconceptions about the vaccine related to sexual activity and safety.