Coverage of HPV-Related Information on Chinese Social Media: a Content Analysis of Articles in Zhihu

Information about human papillomavirus (HPV) disease and its vaccination has been increasingly communicated and discussed on social media platforms. The current study aims to investigate the coverage of HPV-related information on one of the most popular Chinese social media – Zhihu. Data for this study were user-generated articles, which were identified and collected by a Python web crawler with keyword searching. The final sample included a total of 115 articles, covering a two-year period between 2017 and 2018. Each article was coded for several key characteristics, including HPV epidemiological information, health belief model (HBM) constructs, framing strategy, and responses to the article. Results suggested that most of the articles reported HPV’s relationship to cervical cancer, HPV severity, and vaccination benefits. Thematic framing was more often used by the Zhihu articles to disseminate HPV-related issues, and a significant relationship between framing strategy and information coverage was found. The study has not only theoretically extended the literature of online HPV vaccine information coverage, but also practically suggested the needs to communicate comprehensive and detailed knowledge about HPV vaccination on Chinese social media.