Framework Analysis Of Sina’s Reporting On HPV Vaccine(2017-2019)

In recent years,the incidence rate and mortality rate of cervical cancer in China have been rising continuously.The population is becoming younger and younger,and has become the second health killer of women after breast cancer.Scientific research shows that more than 90% of cervical cancer is caused by the persistent infection of high-risk HPV.The successful development of HPV vaccine makes cervical cancer the only cancer that can be prevented and eradicated in the world.In 2017,the bivalent HPV vaccine produced by GlaxoSmithKline was officially launched on the mainland of China,reducing the burden of people going to Hong Kong or cross-border to receive HPV vaccine.Since the launch of HPV vaccine,it has aroused widespread concern.The development and popularization of Internet technology has changed the mode of production,distribution and consumption of information content.With the development of economy and the promotion of public health awareness,online media has become an important channel for the public to obtain health information,which has a subtle impact on the public’s risk awareness and health behavior change.The objective and comprehensive coverage of HPV vaccine by network media is helpful to arouse the public’s health appeal,publicize the correct vaccination concept,and promote the development of related disease prevention work.Based on the framework theory,this paper takes sina.com’s report on HPV vaccine from 2017 to 2019 as the research object,analyzes the characteristics and shortcomings of the network media’s report on HPV vaccine from three levels: the high-level framework,the medium level framework and the low-level framework,and puts forward countermeasures to optimize the network HPV vaccine report in combination with the health communication state model theory.The research found that in the high-level framework,the theme and genre of online media HPV vaccine report are relatively single;in the middle level framework,most of the news comes from the government departments and the people are in a weak position of voice;in the low-level framework,the vividness and scientificity of the report are not enough,and the use of fear appeal information needs to be strengthened.From theperspective of health communication ecology,this study puts forward countermeasures and suggestions from three aspects of audience health appeal,network media communication ability and social participation to make up for the existing short board of reports,and then improve the health communication effect of HPV vaccine.