People’s Daily Online HPV Vaccine Report Research

The 14 th Five-Year Plan clearly promotes the construction of a healthy China in an allround way,placing the protection of people’s livelihood on the strategic position of development priority,adhering to the principle of prevention first,in-depth implementation of the healthy China action,and providing people with all-round and full-cycle health services.China will also ushered in a golden period of rapid development of health services.Cervical cancer is the second most common malignant tumor in women worldwide.HPV vaccine is a vaccine to prevent human papillomavirus(hereinafter referred to as HPV vaccine),and enjoys the reputation of the only vaccine that can prevent and cure cancer in the world.Three types of HPV vaccines have been successively marketed in China’s mainland since July 18,2016.The first HPV vaccine produced in China was officially launched in May2020 at a price that is half of the high price of imported vaccines,which is a great blessing for women in China.In the era of new media,the discussion of HPV related information from all walks of life presents the form of information blowout,and there is a strong demand for HPV vaccine related information.However,in recent years,the frequent occurrence of vaccine safety incidents in China has led to the decline of the public’s trust in vaccination.Meanwhile,some erroneous guidance of the media in reporting,coupled with the public’s misunderstanding,has led to people’s different understanding of HPV vaccine.This paper takes the HPV vaccine report on People’s Daily Online on April 28,2018 and BBB on December 31,2020 as the research object.From the perspective of health communication,three dimensions are set as news content representation,appeal framework and discourse presentation,and the advantages and disadvantages of HPV vaccine news report on People’s Daily Online are explored.The research shows that the number of reports on the People’s Daily Online fluctuates.Information news is the main form of reports,and the topics are mainly "vaccine government policy" and "vaccine basic knowledge".The media reports are mainly rational and public welfare.The existing problems include incomplete and inaccurate health information,solidified reporting model,lack of audience participation and regional differences.The mass media should play the role of public opinion guidance.On the one hand,it needs to actively innovate the reporting mode,improve the professionalism of information and the credibility of the platform,and realize the refined dissemination of information content.On the other hand,we should strengthen the interaction with the audience,pay attention to the real feelings of the audience,enhance the promotion effect of HPV vaccine in the interaction with the public,balance the active health information,and finally effectively intervene the public to promote health behavior,improve the awareness of health management,and form a health concept.