Zhang Jingwen, Xue Haoning, Calabrese Christopher, Chen Huiling, Dang Julie H T
Department of Communication, University of California, Davis, Davis, CA, United States.
Department of Public Health Sciences, University of California, Davis, Davis, CA, United States.
Front Digit Health. 2021 Jun 17;3:683090. doi: 10.3389/fdgth.2021.683090. eCollection 2021.
Human papillomavirus (HPV) vaccination coverage among adolescents is lower in rural regions and remains under the 80% coverage goal by Healthy People 2030. Through both sentiment analysis and topic modeling, this research examines how local health agencies and groups in nine Northern California counties promote HPV vaccines through Facebook and how target populations react to promotion posts in comments that elucidate their sentiments and hesitancy toward HPV vaccination. In January 2021, we identified 2,105 public Facebook pages and 1,065 groups related to health within the counties and collected a total of 212 posts and 505 comments related to the HPV vaccine. The posts were published between 2010 and 2021, with the majority (83%) published after 2017. There were large variations of Facebook activities across counties. We categorized four counties with HPV vaccination initiation rates below 40% as low-coverage counties and five counties with rates above 40% as high-coverage counties. In general, low-coverage counties had fewer Facebook activities in comparison to high coverage. Results showed that, on average, comments about the HPV vaccine exhibited more positive emotion, more negative emotion, and more anger than the posts. Overall, thematic topics that emerged from posts centered around awareness and screening of HPV and cervical cancer, STI testing services, information sources, and calls to action for health services. However, comment topics did not correspond to posts and were mostly related to vaccine hesitancy, discussing vaccine risks, safety concerns, and distrust in vaccine science, citing misinformation. When comparing high- versus low-coverage counties, posts expressed similar sentiments; however, comments within high-coverage counties expressed more anger than in low-coverage counties. Comments from both high- and low-coverage counties expressed concerns with vaccine safety, risks, and injury. It is important to note that commenters exchanged information sources and tried to address misinformation themselves. Our results suggest that the promotion of HPV vaccines from public Facebook pages and groups is limited in frequency and content diversity. This illustrates problems with generalized social media vaccination promotion without community tailoring and addressing specific hesitancy concerns. Public health agencies should listen to the thoughts of targeted audiences reflected through comments and design relevant messages to address these concerns for HPV vaccination promotion.
农村地区青少年的人乳头瘤病毒（HPV）疫苗接种覆盖率较低，仍未达到《健康人民2030》设定的80%的覆盖目标。通过情感分析和主题建模，本研究考察了北加利福尼亚州九个县的当地卫生机构和团体如何通过脸书推广HPV疫苗，以及目标人群如何在评论中对推广帖子做出反应，这些评论阐明了他们对HPV疫苗接种的看法和犹豫态度。2021年1月，我们在这些县内识别出2105个公共脸书页面和1065个与健康相关的群组，并收集了总共212条与HPV疫苗相关的帖子和505条评论。这些帖子发布于2010年至2021年之间，其中大部分（83%）是在2017年之后发布的。各县的脸书活动存在很大差异。我们将四个HPV疫苗接种起始率低于40%的县归类为低覆盖率县，将五个接种率高于40%的县归类为高覆盖率县。总体而言，与高覆盖率县相比，低覆盖率县的脸书活动较少。结果显示，平均而言，关于HPV疫苗的评论比帖子表现出更多的积极情绪、更多的消极情绪和更多的愤怒情绪。总体而言，帖子中出现的主题围绕HPV和宫颈癌的认识与筛查、性传播感染检测服务、信息来源以及对医疗服务的行动呼吁。然而，评论主题与帖子并不对应，大多与疫苗犹豫有关，讨论疫苗风险、安全问题以及对疫苗科学的不信任，并引用了错误信息。在比较高覆盖率县和低覆盖率县时，帖子表达了相似的情绪；然而，高覆盖率县的评论比低覆盖率县表达出更多的愤怒情绪。高覆盖率县和低覆盖率县的评论都表达了对疫苗安全、风险和伤害的担忧。需要注意的是，评论者们交流了信息来源，并试图自己纠正错误信息。我们的结果表明，公共脸书页面和群组对HPV疫苗的推广在频率和内容多样性方面是有限的。这说明了在没有针对社区进行调整和解决特定犹豫问题的情况下，通过社交媒体进行普遍疫苗推广存在的问题。公共卫生机构应该倾听通过评论反映出的目标受众的想法，并设计相关信息来解决这些问题，以促进HPV疫苗接种。
