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‘This Shot Can Save Your Life!’ (Or Can It?): Framing of the HPV Vaccine in Teen, Parenting, and Women’s Magazines
Unformatted Document Text:  ‘This Shot Can Save Your Life!’ (Or Can It?): Framing of the HPV Vaccine in Teen, Parenting, and Women’s Magazines Questions about the long-term efficacy of the vaccine were raised in a number of the articles in this sample, adding to the guarded tone. For instance, one Teen Vogue article, which discussed the controversy over the vaccine, noted that Gardasil was only proved to last for five years, though it was hoped to last for longer. The author of the article continued, “It’s important to remember that Gardasil is not a magic shield.” 79 A few years later, Teen Vogue ran another article noting that Gardasil was “not a cure” but “a means of protection,” 80 illustrating the point with the account of a 21-year-old woman who had contracted HPV though she had gotten the vaccine. “[I] didn’t know until it was too late. I had the vaccine earlier this year, but I recently got a call from my gynecologist saying I tested positive for HPV. I made the stupid mistake of having unprotected sex because I thought I wouldn’t get it,” she confesses. Ebony took a similar tack, stating “contrary to popular thought, getting vaccinated does not mean the end of Pap tests or visits to the gynecologist,” concluding that “cervical cancer must be assaulted on all fronts.” 81 Redbook notes in an article about “health crazes” with “staying power” that though there has been controversy surrounding the HPV vaccine, it is “unlikely to stop the vaccine from becoming routine preventative health care for the preteen set.” 82 Changes in Frames over Time Perhaps even more interesting than looking at the frames themselves is to examine the changes in the frames over time. In 2006, the HPV vaccine was newly approved by the FDA and still something of an unknown quantity. By journalistic standards, this made it news. Keeping in mind that a typical monthly magazine lead time is anywhere from four to six months, it could still be expected that coverage of the HPV vaccine would appear in issues as early as June 2006,

Authors: Lepre, Carolyn.
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‘This Shot Can Save Your Life!’ (Or Can It?): Framing of the HPV Vaccine in Teen, Parenting, 
and Women’s Magazines
Questions about the long-term efficacy of the vaccine were raised in a number of the 
articles in this sample, adding to the guarded tone. For instance, one Teen Vogue article, which 
discussed the controversy over the vaccine, noted that Gardasil was only proved to last for five 
years, though it was hoped to last for longer. The author of the article continued, “It’s important 
to remember that Gardasil is not a magic shield.
 A few years later, Teen Vogue ran another 
article noting that Gardasil was “not a cure” but “a means of protection,”
 illustrating the point 
with the account of a 21-year-old woman who had contracted HPV though she had gotten the 
“[I] didn’t know until it was too late. I had the vaccine earlier this year, but I 
recently got a call from my gynecologist saying I tested positive for HPV. I made 
the stupid mistake of having unprotected sex because I thought I wouldn’t get it,” 
she confesses. 
Ebony took a similar tack, stating “contrary to popular thought, getting vaccinated does 
not mean the end of Pap tests or visits to the gynecologist,” concluding that “cervical cancer 
must be assaulted on all fronts.”
Redbook notes in an article about “health crazes” with “staying power” that though there 
has been controversy surrounding the HPV vaccine, it is “unlikely to stop the vaccine from 
becoming routine preventative health care for the preteen set.”
Changes in Frames over Time
Perhaps even more interesting than looking at the frames themselves is to examine the 
changes in the frames over time. In 2006, the HPV vaccine was newly approved by the FDA and 
still something of an unknown quantity. By journalistic standards, this made it news.  Keeping in 
mind that a typical monthly magazine lead time is anywhere from four to six months, it could 
still be expected that coverage of the HPV vaccine would appear in issues as early as June 2006, 

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