#EndtheSTIgma: An Exploratory Analysis of the 2019 HPV Awareness Day Conversation on Twitter & Instagram

The current study explores the risk communication conversations on Twitter and Instagram in the context of the 2019 HPV Awareness Day, through the theoretical lenses of the stigma associated with HPV, HPV-related cancer, and the HPV vaccine. Our findings reveal that: 1) self and enacted stigma are present in these social media conversations, via nonprofits and official ambassadors, and via regular people; 2) other categories related to stigma, which can be seen as reactions to stigma and appeals to better individuals and society (i.e. stopping stereotypes) also emerged in these conversations, via official and not official sources, pro and against vaccine discourses; and 3) the same categories emerged from the data via both platforms, but differences exist in terms of narratives and messaging. Practical implications are discussed.

Automated summary

The study examines risk communication conversations on Twitter and Instagram during the 2019 HPV Awareness Day by analyzing the stigma associated with HPV, HPV-related cancer, and the HPV vaccine. The findings reveal the presence of self and enacted stigma in these social media discussions conducted by nonprofits, official ambassadors, and regular individuals. Additional categories related to stigma, such as reactions to stigma and appeals for societal improvement, also emerged from official and unofficial sources as well as pro and anti-vaccine discourses. While the same categories were identified across both platforms, differences were observed in terms of narratives and messaging. The practical implications of these findings are discussed.