2005-2018年子宮頸癌疫苗的媒體報導：台灣四大報系內容分析

Abstract

背景：世界衛生組織將人類乳突病毒(Human Papillomavirus, 簡稱HPV)疫苗接種列為國家政策，並提出媒體宣傳八點指導建議，公開呼籲要跟主要媒體代表建立夥伴關係，以吸引媒體對性傳播領域更積極報導，促進全球戰略目標。在台灣，衛生福利部國民健康署也於2018年底推動全台國一女生全面實施公費HPV疫苗施打政策。 目的：本研究旨在探討：(1)台灣四大報系的HPV疫苗報導趨勢及內容樣貌；(2)新聞內容是否涵蓋世界衛生組織建議的媒體宣傳要點，以及(3)新聞報導是否支持政府的公共衛生疫苗施打政策。 方法：分析2005到2018年台灣四大報系的子宮頸癌疫苗新聞報導內容。 結果：(1)子宮頸癌疫苗新聞於2008、2014、2018三年分別出現報導波峰，與疫苗上市及縣市長選舉有明顯關係；(2)大約八成新聞出現在全國版(78%)；(3)消息來源以醫師及醫事人員居多(36.3%)，其次是政府官員與縣市長候選人(27.1%)；(4)新聞議題以政策面及醫藥衛教防護面居大宗(各佔36%)；(5)六成新聞內容未涵蓋WHO的媒體宣傳建議(58%)；(6)八成以上新聞報導對HPV疫苗的整體描述偏正向(83%)，且支持施打疫苗(88%)。 結論：四大報系對HPV疫苗報導，不但在疫苗上市前後及縣市長選舉期間偏多，而且內容正面與支持施打政策。

Background: World Health Organization has listed HPV vaccination in national policy, proposed eight recommendations for media propaganda, and publicly called for partnerships with major media representatives to attract media to actively report on sexual communication and promote global strategic goals. In Taiwan, the Health Promotion Administration, Ministry of Health and Welfare also implemented a publicly-funded HPV vaccine policy for grade seven girls at the end of 2018. Objectives: This study aims to explore: (1) the trends and content of HPV vaccine news reports from the four major newspapers in Taiwan; (2) whether the news contents covered the media propaganda recommendations by World Health Organization, and (3) whether the news reports supported the government's public health vaccine policy. Methods: Content analysis of cervical cancer vaccine news reports from the four major newspapers in Taiwan from 2005 to 2018. Results: (1) Cervical cancer vaccine news reports peaked in 2008, 2014 and 2018 respectively, which had obvious relationship with new vaccine launch and county/mayoral election; (2) about 80% of news reports appeared in the national section (78%); (3) the main source of the HPV vaccine news reports were physicians and medical staffs (36.3%), followed by government officials and county/mayor candidates (27.1%); (4) the news topics were mainly policy and health education related (36% each); (5) 60% of the news contents did not incorporate WHO’s media propaganda recommendations (58%); (6) more than 80% of the news reports had positive attitudes towards the HPV vaccine (83%), and supported vaccination (88%). Conclusions: The four major newspapers reported on the HPV vaccine, not only before and after the vaccine was launched, but also during the county/mayoral election, and the contents were positive and supportive to the policy.