Coverage by Spanish media of the vaccination campaigns against human papilloma virus: benefits or risks?
Moreno, C. & Lopera, E. (2014). “Coverage by Spanish media of the vaccination campaigns against human papilloma virus: benefits or risks?”. Communication featured at the 13th International Public Communication of Science and Technology Conference, Salvador (Brazil), 5th-8th May.
The main objective of this research is to analyze the institutional campaigns about the Human Papillomavirus Vaccine for the prevention of cervix cancer (in girls between 11 and 14 years) from the regional governments in Asturias, Madrid and Valencia, in Spain. The study begins from 2007 until 2013, examining all the events related with these campaigns. We’ve collected all the elements designed and delivered for the vaccination campaign (pamphlets, diptychs, posters, radio, TV, press, social networks conferences and internet, for example: blogs, institutional pages and scientific sites), and we’ve studied how was elaborated the discourse that has been transmitted to the susceptible population for being vaccinated (through interviews structured to the responsible of the Public Health Services and technicians of the three regional governments). Likewise, we’ve compiled the texts published on media (printed, audiovisual and internet) in relation with the vaccination campaigns in each one of the autonomous regions and submitting its content to a qualitative analysis. We’ve analyzed 297 stories about the HPV vaccine from eight newspaper from Spain (El País, El Mundo, ABC, Las Provincias, Levante, Nueva España and La Voz de Asturias). In 2009 was the year highest number of piece of news was published. That year two Valencian girls were admitted to the Intensive Care Unit at a public hospital with severe seizures after being vaccinated. The tone of the stories is mostly negative in overall documents. In conclusion, the media have led to uncertainty in the public. Now vaccinated in Spain 50% of girls. The administration has not responded to questions from groups affected by the vaccine.
Media coverage, vaccination campaigns, Human Papilloma Virus