Dalla Lana School of Public Health, University of Toronto, Canada.
Vaccine. 2010 Feb 10;28(6):1535-40. doi: 10.1016/j.vaccine.2009.11.060. Epub 2009 Dec 8.
The roll out of HPV immunization programs across the United States was hindered by controversy. We tracked the debate in the United States through MySpace, then the most popular social networking site, in order to better understand the public's reaction to the vaccine.
We searched MySpace for all blog discourse related to HPV immunization. We analyzed each blog according to the overall portrayal of HPV immunization, identified the characteristics of the bloggers, and developed a content analysis to categorize the types of supporting arguments made.
303 blogs met our inclusion criteria. 157 (52%) of the blogs were classified as positive, 129 (43%) as negative, and 17 (6%) were ambivalent toward HPV immunization. Positive blogs generally argued that HPV infection was effective and there were no reasonable alternatives to immunizing. Negative blogs focused on the risks of immunizing and relied heavily on vaccine-critical publications to support their viewpoint. Of the blogs where gender could be identified, 75 (25%) were posted by men and 214 (71%) by women. 60% of blogs posted by men were explicitly critical about HPV immunization versus 36% of women's blogs. Male bloggers also had larger networks of friends.
We describe a novel and promising approach to the surveillance of public opinions and attitudes toward immunization. In our analysis, men were far more likely to hold negative views about HPV immunization than women and disseminate negative messages through larger social networks. Blog analysis is a useful tool for Public health officials to profile vaccine criticism and to design appropriate educational information tailored to respond to alternative media/alternative information actively disseminated via social media tools. Public health officials should examine mechanisms by which to leverage this media to better communicate their message through existing networks and to engage in on-going dialogue with the public.
人乳头瘤病毒（HPV）免疫接种计划在美国的推出受到了争议的阻碍。我们通过当时最受欢迎的社交网站 MySpace 追踪了美国的这场辩论，以便更好地了解公众对疫苗的反应。
我们在 MySpace 上搜索了所有与 HPV 免疫接种相关的博客文章。我们根据 HPV 免疫接种的整体描述对每篇博客进行了分析，确定了博主的特征，并进行了内容分析，对支持性论点进行了分类。
符合纳入标准的博客有 303 篇。其中 157 篇（52%）被归类为正面，129 篇（43%）为负面，17 篇（6%）对 HPV 免疫接种持中立态度。正面的博客通常认为 HPV 感染是有效的，而且没有合理的替代免疫方法。负面的博客则侧重于免疫接种的风险，并大量依赖疫苗批评性出版物来支持他们的观点。在能够确定性别的博客中，有 75 篇（25%）是男性发布的，214 篇（71%）是女性发布的。男性发布的博客中明确对 HPV 免疫接种持批评态度的占 60%，而女性的这一比例为 36%。男性博主的朋友网络也更大。
我们描述了一种新颖且有前途的监测公众对免疫接种的意见和态度的方法。在我们的分析中，男性比女性更有可能对 HPV 免疫接种持负面看法，并通过更大的社交网络传播负面信息。博客分析是公共卫生官员的一种有用工具，可以分析疫苗批评意见，并设计适当的教育信息，以积极应对通过社交媒体工具传播的替代媒体/替代信息。公共卫生官员应研究利用这一媒体的机制，通过现有网络更好地传播他们的信息，并与公众进行持续对话。
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