Boatman Dannell, Jarrett Zachary, Starkey Abby, Conn Mary Ellen, Kennedy-Rea Stephenie
West Virginia University School of Medicine, Department of Cancer Prevention & Control, United States of America.
West Virginia University Cancer Institute, United States of America.
PEC Innov. 2024 Aug 8;5:100329. doi: 10.1016/j.pecinn.2024.100329. eCollection 2024 Dec 15.
Objective The purpose of this study was to characterize similarities and differences in HPV vaccine misinformation narratives present in the comment sections of top-performing initial creator posts across three social media platforms. Methods A qualitative multi-method design was used to analyze comments collected from social media posts. A sample of 2996 comments were used for thematic analysis (identifying similar themes) and content analysis (identifying differences in comment type, opinion, and misinformation status). Results Misinformation was pervasive in comment sections. Cross-cutting misinformation themes included adverse reactions, unnecessary vaccine, conspiracy theories, and mistrust of authority. The proportion of comments related to these themes varied by platform. Initial creator posts crafted to be perceived as educational or with an anti-vaccine opinion had a higher proportion of misinformation in the comment sections. Facebook had the highest proportion of misinformation comments. Conclusion Differences in the proportion of cross-cutting themes in the comment sections across platforms suggests the need for targeted communication strategies to counter misinformation narratives and support vaccine uptake. Innovation This study is innovative due to its characterization of misinformation themes across three social media platforms using multiple qualitative methods to assess similarities and differences and focusing on conversations occurring within the comment sections.
目的 本研究旨在描述在三个社交媒体平台上表现最佳的初始创作者帖子评论区中出现的HPV疫苗错误信息叙述的异同。方法 采用定性多方法设计来分析从社交媒体帖子收集的评论。2996条评论样本用于主题分析（识别相似主题）和内容分析（识别评论类型、观点和错误信息状态的差异）。结果 错误信息在评论区普遍存在。贯穿各平台的错误信息主题包括不良反应、不必要的疫苗、阴谋论以及对权威的不信任。与这些主题相关的评论比例因平台而异。被设计为具有教育意义或持反疫苗观点的初始创作者帖子在评论区的错误信息比例更高。脸书上错误信息评论的比例最高。结论 各平台评论区中贯穿各平台主题的比例差异表明，需要有针对性的传播策略来对抗错误信息叙述并支持疫苗接种。创新 本研究具有创新性，因为它使用多种定性方法评估异同，并关注评论区内的对话，从而描述了三个社交媒体平台上的错误信息主题。
