Message Strategies and Viewer Responses: Content Analysis of HPV Vaccination Videos on YouTube

2021 ◽  
pp. 1-10
Author(s):  
Jarim Kim ◽  
Jiyeon Lee ◽  
Jongeun Heo ◽  
Jinha Baek
Keyword(s):  
Content Analysis ◽  
Hpv Vaccination ◽  
Message Strategies

Message Strategies in Military Recruitment Advertising

2016 ◽  
Vol 43 (3) ◽  
pp. 566-573 ◽  
Author(s):  
Sejin Park ◽  
Zienab Shoieb ◽  
Ronald E. Taylor
Keyword(s):  
Content Analysis ◽  
Television Commercials ◽  
High Involvement ◽  
Military Recruitment ◽  
Recruitment Advertising ◽  
Message Strategies ◽  
Practical Implications

This study investigates message strategies used in U.S. military commercials using Taylor’s six-segment strategy wheel. A content analysis of 125 military television commercials reveals that (1) majority of military commercials employed transformational strategy rather than informational strategy; (2) military commercials only used high involvement message strategies (i.e., ration, ego, and social) and no acute need, routine, and sensory commercials were observed; and (3) message strategies in military advertising varied across the number of wars and recruiting targets. Theoretical and practical implications of the findings are discussed.

scholarly journals Balancing Between Being Proactive and Neutral: School Nurses’ Experiences of Offering Human Papilloma Virus Vaccination to Girls

2020 ◽  
pp. 105984052093332
Author(s):  
Eva Runngren ◽  
Mats Eriksson ◽  
Karin Blomberg
Keyword(s):  
Content Analysis ◽  
Human Papilloma Virus ◽  
Hpv Vaccination ◽  
Active Role ◽  
Moral Dilemmas ◽  
School Nurses ◽  
Papilloma Virus ◽  
Consent Forms ◽  
Swedish School ◽  
Human Papilloma Virus Vaccination

The aim of this study was to describe the experiences of Swedish school nurses when they offered the human papilloma virus (HPV) vaccination to girls aged 10–12 years. Four focus groups with a total of 17 school nurses were conducted and analyzed using inductive content analysis. The results showed that the school nurses were balancing between keeping a neutral role and the need to increase the uptake of the HPV vaccination. They described the consent forms and information that they gave the girls and their parents to help them make an informed decision about the vaccination. There were also ethical and moral dilemmas that arose with regard to the HPV vaccinations. Our findings demonstrate the need to provide school nurses with clear guidelines and support, so they can play an active role in interacting with the girls and their parents when they offer the HPV vaccination.

scholarly journals How advertisers create affinity between destinations and American and British audiences: towards a theoretical framework

2021 ◽  
pp. 107-128
Author(s):  
Eli Avraham
Keyword(s):  
Content Analysis ◽  
Qualitative Content Analysis ◽  
Theoretical Framework ◽  
Policy Makers ◽  
Print Advertisements ◽  
Theoretical Contribution ◽  
Youtube Videos ◽  
Message Strategies

The purpose of this paper is to propose a theoretical framework that explores how advertisers attempt to establish affinity between destinations and British and American audiences. The proposed framework consists of four spheres, five techniques, two message strategies and four means. This framework will be presented through a qualitative content analysis of 103 cases, selected from almost 2500 print advertisements and YouTube videos. The print advertisements were published in four major tourism magazines between 2007 and 2019. Besides the theoretical contribution, a study of audience affinity that analyses many cases might be helpful for marketers and policy makers, giving them ideas of how to reach and touch specific audiences.

Beyond the birds and the bees: a qualitative content analysis of online HPV vaccination communication

2018 ◽  
Vol 11 (3) ◽  
pp. 205-214 ◽  
Author(s):  
Beth Sundstrom ◽  
Erin Aylor ◽  
Kathleen B. Cartmell ◽  
Heather M. Brandt ◽  
Debbie Chatman Bryant ◽  
...  
Keyword(s):  
Content Analysis ◽  
Qualitative Content Analysis ◽  
Hpv Vaccination

scholarly journals Tweeting a Social Movement: Black Lives Matter and its use of Twitter to Share Information, Build Community, and Promote Action

2018 ◽  
Vol 2 (2) ◽  
pp. 289 ◽  
Author(s):  
Candice LaShara Edrington ◽  
Nicole Lee
Keyword(s):  
Content Analysis ◽  
Public Relations ◽  
Social Movement ◽  
Community Building ◽  
Audience Engagement ◽  
Advocacy Organizations ◽  
Black Lives Matter ◽  
The Social ◽  
Message Strategies ◽  
Share Information

Public relations research has gradually incorporated the study of advocacy organizations. However, little research has focused on social movements in particular. Through a content analysis of all public tweets sent by Black Lives Matter (BLM) over a four-year period, this study examined the message strategies used on Twitter by the social movement as a means to share information, build community, and promote action. Consistent with research on other types of organizations, informational messages proved to be the most common. The study also analyzed the influence that these strategies had on audience engagement in terms of replies and retweets. Findings suggest that community building messages garner the most retweets but no significant differences were found in terms of replies.

A content analysis of HPV vaccination messages available online

Vaccine ◽  
2018 ◽  
Vol 36 (49) ◽  
pp. 7525-7529 ◽  
Author(s):  
William A. Calo ◽  
Melissa B. Gilkey ◽  
Teri L. Malo ◽  
Meagan Robichaud ◽  
Noel T. Brewer
Keyword(s):  
Content Analysis ◽  
Hpv Vaccination

scholarly journals To Vaccinate or Not to Vaccinate against HPV? A Content Analysis of Vocabularies of Motives

2020 ◽  
Vol 22 (3) ◽  
pp. 105
Author(s):  
Simona Nicoleta Vulpe
Keyword(s):  
Content Analysis ◽  
Adverse Effects ◽  
Hpv Vaccine ◽  
Research Method ◽  
Hpv Vaccination ◽  
Online Environment ◽  
The Core ◽  
Filter Bubbles ◽  
Mandatory Vaccination ◽  
Facebook Pages

In the present paper, I conducted a comparative study of vocabularies of motives that Romanian and American parents employ in the online environment on the topic of HPV vaccination. I started from C. W. Mills’s (1940) article on vocabularies of motives, integrating into my analysis the concepts of filter bubbles and echo chambers. The research method that I employed is the content analysis of posts and comments from Facebook pages dedicated to the topic of vaccination. My results show that the vocabularies of Romanian and American parents are similar. In confrontational interactions on anti-vaccination pages the vocabularies of motives mirror each other, being centered on the adverse effects of the HPV vaccine and the dangers of not vaccinating. In consensual interactions on anti-vaccination pages, mandatory vaccination is advanced as the core motive within a flourishing vocabulary. On pro-vaccination pages, confrontational interactions give rise to vocabularies of motives concentrated on risks and dangers and also on accusations against anti-vaccination supporters. Consensual interactions on these pages generate circular vocabularies formed of accusations against anti-vaccinators and the reiteration of the danger of not vaccinating. Beyond the striking opposition between pro- and anti-vaxxers, there are intra-categorical discrepancies accompanied by mixt vocabularies of motives.

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