When Vaccines Go Viral: An Analysis of HPV Vaccine Coverage on YouTube

Rowena Briones · Xiaoli Nan · Kelly Madden · Leah Waks

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Misinformation and Its Impacts Cervical Cancer and HPV Research Social Media in Health Education

Abstract

This article reports a content analysis of YouTube videos related to the human papillomavirus (HPV) vaccine. In total, 172 YouTube videos were examined with respect to video sources, tones, and viewer responses. Additionally, coverage of specific content was analyzed through the lens of the Health Belief Model (Rosenstock, 1974) and in terms of two content themes (i.e., conspiracy theory and civil liberties). The relations among these aspects of the videos were assessed as well. We found that most of these videos were news clips or consumer-generated content. The majority of the videos were negative in tone, disapproving of the HPV vaccine. In addition, negative videos were liked more by the viewers than positive or ambiguous ones. Accusations of conspiracy theory and infringement of civil liberties were manifested in these videos. The videos also presented mixed information related to the key determinants of health behavior as stipulated in the Health Belief Model. Implications for the findings are discussed.

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References

1974Historical Origins of the Health Belief Model 2007Answering the Call for a Standard Reliability Measure for Coding Data 2010A Meta-Analysis of the Effectiveness of Health Belief Model Variables in Predicting Behavior 2009A postmodern Pandora's box: Anti-vaccination misinformation on the Internet 2007YouTube as a Source of Information on Immunization: A Content Analysis

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