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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 United States by Merck & Co., is administered in a series of three shots, over a course of six months, and costs approximately $360 plus any associate doctor’s fees. 9 As of September 30, 2010, approximately 32 million doses of Gardasil have been distributed in the United States, according to the CDC; 10 however, it should be kept in mind that this indicates that only approximately 20 to 25 percent girls have been vaccinated. The vaccine was met a great deal of public attention, both positive and negative. Within two years of Gardasil’s approval several states were contemplating making the vaccine mandatory for school-aged girls, and Virginia had passed legislation making the vaccine mandatory for all girls entering 6 th grade, though there is a parental opt-out policy. This study investigated how selected teen, parenting, and women’s magazines framed information concerning the HPV vaccine between 2006 and 2010, with a goal of discovering how the vaccine was presented as well as if the frames in the magazine types shifted over the time period studied. Immediately following the introduction of the vaccine, there was an outpouring of information in the media about HPV and the vaccine. As the success of vaccination programs can depend on public reaction, it is of interest to see how these magazines chose to frame reports of the virus and the vaccine. Literature Review Researchers have looked at the media coverage of the HPV vaccine, particularly in the first few months and years after its release, in an effort to learn what information was being relayed and how it was being presented. Habel, Hiddon and Stryker conducted a content analysis of the HPV vaccine in online news stories that appeared over a four-month period in 2006. 11 The researchers found the vaccine was most often labeled as a “cancer vaccine,” to help promote its

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
United States by Merck & Co., is administered in a series of three shots, over a course of six 
months, and costs approximately $360 plus any associate doctor’s fees.
 As of September 30, 
2010, approximately 32 million doses of Gardasil have been distributed in the United States, 
according to the CDC;
 however, it should be kept in mind that this indicates that only 
approximately 20 to 25 percent girls have been vaccinated.
The vaccine was met a great deal of public attention, both positive and negative. Within 
two years of Gardasil’s approval several states were contemplating making the vaccine 
mandatory for school-aged girls, and Virginia had passed legislation making the vaccine 
mandatory for all girls entering 6
th
 grade, though there is a parental opt-out policy. 
This study investigated how selected teen, parenting, and women’s magazines framed 
information concerning the HPV vaccine between 2006 and 2010, with a goal of discovering 
how the vaccine was presented as well as if the frames in the magazine types shifted over the 
time period studied.  Immediately following the introduction of the vaccine, there was an 
outpouring of information in the media about HPV and the vaccine. As the success of 
vaccination programs can depend on public reaction, it is of interest to see how these magazines 
chose to frame reports of the virus and the vaccine. 
Literature Review
Researchers have looked at the media coverage of the HPV vaccine, particularly in the 
first few months and years after its release, in an effort to learn what information was being 
relayed and how it was being presented. Habel, Hiddon and Stryker conducted a content analysis 
of the HPV vaccine in online news stories that appeared over a four-month period in 2006.
 The 
researchers found the vaccine was most often labeled as a “cancer vaccine,” to help promote its 


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