HPV疫苗如何走入大众视野？——基于微博相关视频的内容分析

以微博相关视频为研究对象，对选取样本进行内容分析，探究有可能影响公众健康态度和疫苗健康决策的社交媒体内容如何呈现人乳头瘤病毒(human papillomavirus, HPV)疫苗相关议题，并利用扩展的平行过程模式(expended parallel process model，EPPM)对其内容中的“威胁”和“效能”信息分析得出，兼具大众传播功能和人际传播影响力的微博中，不同来源的HPV疫苗视频对HPV健康风险及疫苗改善措施的信息呈现上存在差异，对于HPV疫苗的接种信息呈现不足，有可能影响用户的健康效能，对公众的健康促进需要更加全面、准确、平衡的HPV疫苗信息呈现。

The Presentation of HPV Vaccine on Social Media: An Analysis on Related Weibo Videos

The paper chooses human papillomavirus (HPV) related videos on Weibo as samples, analyzes the contents to explore how HPV vaccine is presented in social media. "Perceived threat" and "perceived efficacy" are analyzed based on the extended parallel process model. It shows that differences exist in information presentation on health risks of HPV and vaccination as health improving measure among various massage sources, while information about how to get vaccinated has not been fully covered. More comprehensive, accurate and balanced information is crucial for efficient health promotion.