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

Explore the role of mass and interpersonal communication in HPV vaccine decision-making, addressing myths, facts, challenges, and cultural values. Learn about communication goals, omission bias, and implications for practice.

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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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