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HPV vaccine parental decision-making : The role of interpersonal and mass communication

HPV vaccine parental decision-making : The role of interpersonal and mass communication. Human papillomavirus. Phokeng M. Dailey, M.A. School of Communication The Ohio State University. Questions. What role does mass communication play in informing individuals about the HPV vaccine?

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HPV vaccine parental decision-making : The role of interpersonal and mass communication

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  1. HPV vaccine parental decision-making: The role of interpersonal and mass communication Human papillomavirus Phokeng M. Dailey, M.A. School of Communication The Ohio State University

  2. Questions • What role does mass communication play in informing individuals about the HPV vaccine? • How are language and vaccine framing in interpersonal communication linked to HPV vaccine parental decision making? • What are the communication goals of parents when discussing HPV vaccination with their childand child’s health care provider (HCP)? • How do those communication goals inform parent-child & parent-HCP communication about the vaccine?

  3. MYTHS vs THE FACTS

  4. Myth 1: for girls only FACT: Two HPV vaccines • Cervarix, for females 10 to 25 • Gardasil for males & females 9 to 26 Source: CDC, 2012

  5. Myth 2: vaccine only protects against cervical cancer so boys don’t need it FACT: Several types of cancer associated with HPV Cervical Anal Penile Oropharyngeal Source: CDC, 2012

  6. Myth 3: hasn’t been proven to prevent HPV-related cervical cancer FACT: • Vaccines target HPV types that most commonly cause cervical cancer • Do NOT protect against all HPV types so they will not prevent all cases of cervical cancer Source: CDC, 2012

  7. Myth 4: only people who have multiple sexual partners can get HPV FACT: Even people with one life-time sexual partner can get HPV Source: CDC, 2012

  8. Myth 5: leads to sexual promiscuity FACT: not associated with increased sexual activity related outcomes rates Source: Bednarczyk, et al., 2012

  9. Myth 6: vaccine gives you the virus so it can cause cancer FACT: both vaccines are made with a very small part (protein outer coat) of the human papillomavirus (HPV) that cannot cause infection. Source: CDC, 2012

  10. Myth 7: serious side effects associated with the vaccine FACT: Source: CDC, 2012

  11. Health Information • Leading source of health information: MASS MEDIA • Public health information often presented in numbers & statistics • Confusing; audience disinterested • Anti-vaccine campaigns often use of narratives • anecdotes, quotations, vignettes, personal stories • can lead to cancer-relevant belief and behavior change • more effective than statistical evidence on some patient outcomes Sources: Green, 2006; Serpell & Mazoret al., 2007

  12. Top reasons parents cite for not vaccinating child (female) Not needed or necessary 23.2% Not sexually active 19.5% Safety concern/side effects 19.3% Lack of knowledge 15.2% Not recommended by provider 9.6% Source: NIS-Teen, 2011

  13. Sources: Petrovic, Roberts, Ramsay, & Charlett, 2003; Serpell & Green, 2006 VACCINE DECISION-MAKING: OMISSION BIAS • the tendency for people to favor acts of omission over acts of commission may lead to bias against vaccines • decision not to vaccinate is reversible, whereas deciding to vaccinate is not • Could account for why parents who express an intention to vaccinate or adopt certain avoidance or delay strategies

  14. VACCINE DECISION-MAKING: MULTIPLE GOALS IN COMMUNICATION • communication is purposeful and involves much more than interactions of behaviors or exchanges of information • Communication is typically strategicand individuals use communication to perform actions Assumptions: • People enact multiple goals concurrently in communicative situations • People may enter a communicative exchange with competing goals • Individuals subjectively interpret the goals of others in conversations Sources: Caughlin, 2010; Krieger et al, 2011

  15. Challenges

  16. Themes

  17. Language & Culture

  18. Parent-HCP Communication

  19. Parent-Child Communication

  20. Conclusion ATTITUDE TOWARD VACCINES: • Generally hold favorable views about vaccines - do not necessarily extend to HPV vaccine OMISSION • likely to choose omission if they believe vaccination uptake promotes sexual activity, but not as likely if they think vaccination promotes health. COMMUNICATION GOALS: • communication preference (i.e. we don’t talk about sex) may determine how parents frame HPV vaccine discussions with their children – vaccine promotes health CULTURAL VALUES • informs HPV vaccine decision-making and how parents talk to their children about the vaccine– sexual activity within marriage / avoid ance

  21. Implications for practice • Target female parents • Detailed discussion about efficacy and side-effects • Contextualize threat of exposure to HPV (an STI) marriage or when an individual desires pregnancy • Frame the vaccine as a health promotion behavior versus STI prevention behavior

  22. THANK YOU

  23. References Bednarczyk, R. A., Davis, R., Ault, K., Orenstein, W., & Omer, S. B. (2012). Sexual activity-related outcomes after human papillomavirus vaccination of 11- to 12-year-olds. PEDIATRICS, 130, 798–805. doi:10.1542/peds.2012-1516 Caughlin, J. P. (2010). A multiple goals theory of personal relationships: Conceptual integration and program overview. Journal of Social and Personal Relationships, 27(6), 824–848. Centers for Disease Control and Prevention. (2012, August 9). Sexually Transmitted Diseases (STDs): Genital HPV infection - Fact sheet. Retrieved September 17, 2012, from http://www.cdc.gov/std/HPV/HPV-Factsheet-Aug-2012.pdf Green, M. C. (2006). Narratives and cancer communication. Journal of Communication, 56(s1), S163–S183. doi:10.1111/j.1460-2466.2006.00288.x Krieger, J. L., Kam, J. A., Katz, M. L., & Roberto, A. J. (2011). Does mother know best? An actor-partner model of college-age women’s human papillomavirus vaccination behavior. Human Communication Research, 37(1), 107–124. Mazor, K. M., Baril, J., Dugan, E., Spencer, F., Burgwinkle, P., & Gurwitz, J. H. (2007). Patient education about anticoagulant medication: is narrative evidence or statistical evidence more effective? Patient Education and Counseling, 69(1-3), 145–157. doi:10.1016/j.pec.2007.08.010 National Immunization Survey—Teen (2011). Centers for Disease Control and Prevention, National Center for Immunization and Respiratory Diseases, National Center for Health Statistics. Available at www.cdc.gov/nchs/nis/data_files_teen.htm. Accessed December 14, 2011 Petrovic, M., Roberts, R. J., Ramsay, M., & Charlett, A. (2003). Parents’ attitude towards the second dose of measles, mumps and rubella vaccine: a case-control study. Communicable disease and public health / PHLS, 6(4), 325–329. Serpell, L., & Green, J. (2006). Parental decision-making in childhood vaccination. Vaccine, 24(19), 4041–4046.

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