Identifying HPV vaccine narrative communication needs among parents on social media
Sharing personal experiences is an important communication strategy in public health, including vaccination. This study sought to understand if parents would be receptive to learning about the HPV vaccine from other parent experiences, and what format this information should take on social media. In...
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| Format: | Article |
| Language: | English |
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Elsevier
2021-09-01
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| Series: | Preventive Medicine Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2211335521001789 |
| _version_ | 1818910264281530368 |
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| author | Philip M. Massey Elikem Togo Shawn C. Chiang Ann C. Klassen Meredith Rose Jennifer A. Manganello Amy E. Leader |
| author_facet | Philip M. Massey Elikem Togo Shawn C. Chiang Ann C. Klassen Meredith Rose Jennifer A. Manganello Amy E. Leader |
| author_sort | Philip M. Massey |
| collection | DOAJ |
| description | Sharing personal experiences is an important communication strategy in public health, including vaccination. This study sought to understand if parents would be receptive to learning about the HPV vaccine from other parent experiences, and what format this information should take on social media. In May 2020, we conducted a qualitative study of six online focus groups across the U.S. with parents (n = 48) of children ages 9–14. Using a text-based discussion format, we discussed their experiences getting information about the HPV vaccine and using Twitter to learn about health topics. Four coders structured qualitative findings by themes including content, delivery, and source of information. An accompanying survey was used to describe participant Twitter use and HPV vaccine knowledge and attitudes. The average participant age was 44.6 years old, 63% were mothers, and the majority had high HPV vaccine knowledge. Parents indicated that they want to hear from other parents about their experiences with the HPV vaccine. However, it was hard to know where to find this information. When experiences are shared on social media, the negative ones are more memorable and more personal. Parents thought Twitter could be an important space to communicate about the HPV vaccine if it was done in a credible, verifiable, and authentic way. Parents want to learn about the HPV vaccine through other parent experiences, especially when this aligns with science supporting the vaccine. Public health and medical communities must embrace this mix of evidence and lived experiences to deliver and discuss health information. |
| first_indexed | 2024-12-19T22:40:02Z |
| format | Article |
| id | doaj.art-a7f455cb483f4a43bb1f0421811972ec |
| institution | Directory Open Access Journal |
| issn | 2211-3355 |
| language | English |
| last_indexed | 2024-12-19T22:40:02Z |
| publishDate | 2021-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Preventive Medicine Reports |
| spelling | doaj.art-a7f455cb483f4a43bb1f0421811972ec2022-12-21T20:03:05ZengElsevierPreventive Medicine Reports2211-33552021-09-0123101488Identifying HPV vaccine narrative communication needs among parents on social mediaPhilip M. Massey0Elikem Togo1Shawn C. Chiang2Ann C. Klassen3Meredith Rose4Jennifer A. Manganello5Amy E. Leader6Department of Community Health and Prevention, Dornsife School of Public Health, Drexel University, United States; Corresponding author at: Department of Community Health and Prevention, Dornsife School of Public Health, 3215 Market St., Philadelphia, PA 19104, United States.Department of Community Health and Prevention, Dornsife School of Public Health, Drexel University, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, United StatesDepartment of Community Health and Prevention, Dornsife School of Public Health, Drexel University, United StatesDepartment and Health Policy, Management, and Behavior, School of Public Health, Albany University, United StatesDivision of Population Science, Department of Medical Oncology, Thomas Jefferson University, United StatesSharing personal experiences is an important communication strategy in public health, including vaccination. This study sought to understand if parents would be receptive to learning about the HPV vaccine from other parent experiences, and what format this information should take on social media. In May 2020, we conducted a qualitative study of six online focus groups across the U.S. with parents (n = 48) of children ages 9–14. Using a text-based discussion format, we discussed their experiences getting information about the HPV vaccine and using Twitter to learn about health topics. Four coders structured qualitative findings by themes including content, delivery, and source of information. An accompanying survey was used to describe participant Twitter use and HPV vaccine knowledge and attitudes. The average participant age was 44.6 years old, 63% were mothers, and the majority had high HPV vaccine knowledge. Parents indicated that they want to hear from other parents about their experiences with the HPV vaccine. However, it was hard to know where to find this information. When experiences are shared on social media, the negative ones are more memorable and more personal. Parents thought Twitter could be an important space to communicate about the HPV vaccine if it was done in a credible, verifiable, and authentic way. Parents want to learn about the HPV vaccine through other parent experiences, especially when this aligns with science supporting the vaccine. Public health and medical communities must embrace this mix of evidence and lived experiences to deliver and discuss health information.http://www.sciencedirect.com/science/article/pii/S2211335521001789HPV vaccineCancer preventionSocial mediaNarrative communicationAdolescent health |
| spellingShingle | Philip M. Massey Elikem Togo Shawn C. Chiang Ann C. Klassen Meredith Rose Jennifer A. Manganello Amy E. Leader Identifying HPV vaccine narrative communication needs among parents on social media Preventive Medicine Reports HPV vaccine Cancer prevention Social media Narrative communication Adolescent health |
| title | Identifying HPV vaccine narrative communication needs among parents on social media |
| title_full | Identifying HPV vaccine narrative communication needs among parents on social media |
| title_fullStr | Identifying HPV vaccine narrative communication needs among parents on social media |
| title_full_unstemmed | Identifying HPV vaccine narrative communication needs among parents on social media |
| title_short | Identifying HPV vaccine narrative communication needs among parents on social media |
| title_sort | identifying hpv vaccine narrative communication needs among parents on social media |
| topic | HPV vaccine Cancer prevention Social media Narrative communication Adolescent health |
| url | http://www.sciencedirect.com/science/article/pii/S2211335521001789 |
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