Observation of public sentiment toward human papillomavirus vaccination on Twitter

Abstract

Background: Although human papillomavirus (HPV) is a vaccine-preventable illness, many individuals continue to resist vaccination for themselves and their children. We aimed to systematically analyze Twitter messages to obtain a unique view into public sentiment around HPV vaccination. Methods: We developed a Python-based tool to collect one week of live tweets from February 7–13, 2015 using Twitter’s automated programming interface. We retrieved data related to the HPV vaccine via 22 purposefully-selected key search terms. We developed a codebook using a hybrid approach that involved both a grounded theory approach and the addition of several key important codes based on prior work. Two trained coders independently coded tweets, and interrater reliability was compared using Gwet’s AC₁. Results: We collected 20,408 usable tweets. To maintain feasibility, we used a computerized random generator to obtain a sub-sample of 2,000 of these tweets for in-depth qualitative coding. The four categories that accounted for the largest proportion of tweets included news and media coverage of current events related to the HPV vaccine, discussion of possible associations between receiving the vaccine and sexual behavior, safety of the vaccine, and effectiveness of the vaccine. Multiple inaccurate myths surrounding the vaccine, such as the misconception that it is only appropriate for females, were noted. Conclusions: Examination of Twitter chatter around HPV vaccination offers valuable insights, particularly into barriers around vaccination. It would be valuable to develop interventions aimed at countering misinformation promoted on this medium and augmenting valuable information found on it.

Keywords:

• Twitter
• human papillomavirus
• content analysis
• HPV
• cervical cancer
• vaccine
• immunization
• social media
• public health

Public Interest Statement

With social media, information and misinformation can travel quickly. We examined 2,000 tweets collected from Twitter that discussed the human papillomavirus (HPV) to gain insight into public opinion. We found that the largest proportion of tweets included news and media coverage of current events related to the HPV vaccine. Other prevalent discussions were related to possible associations between receiving the vaccine and sexual behavior, vaccine safety, and vaccine effectiveness. There were multiple inaccurate myths surrounding the vaccine, such as the misconception that it is only appropriate for females. Because HPV is a vaccine-preventable illness, this study is especially valuable in that it provides insight into publicly held misconceptions that might prevent people from getting vaccines for themselves or their children. Using Twitter to monitor real-time health topics can be valuable for being able to react immediately to misinformation by dispelling myths and posting reliable information.

Competing Interests

The authors declare no competing interest.

Acknowledgements

We thank Michelle Woods for editorial assistance. Data collection was made possible through collaboration with the Pittsburgh Supercomputing Center (Data Exacell; NSF ACI-1261721).

Additional information

Notes on contributors

Priam Chakraborty

Priam Chakraborty studied infectious diseases and microbiology while earning her Master of Public Health degree at the University of Pittsburgh. The current paper reports on the research undertaken for completion of that degree. Through this process, she received project mentorship from coauthors associated with the Department of Infectious Diseases and Microbiology and the School of Medicine at the University of Pittsburgh.

Project data were collected in collaboration with the Center for Research on Media, Technology, and Health (MTH). MTH conducts research investigating associations between media messages, technological innovations, and health outcomes (particularly behavioral and mental health, preventive medicine, and online health literacy). The research reported in this paper is a stepping stone toward future projects, with an overarching goal of leveraging Twitter to improve public health.