Brief Communication

Journal of Immigrant and Minority Health

, Volume 17, Issue 1, pp 314-317

Exploring the Role of Ethnic Identity on the Attitudes Towards HPV Vaccine Advertising Among Puerto Ricans: A Qualitative Analysis

  • William A. CaloAffiliated withDivision of Management, Policy and Community Health, University of Texas School of Public Health Email author 
  • , Maria E. FernándezAffiliated withCenter for Health Promotion and Prevention Research, University of Texas School of Public Health
  • , Natalie Fernández-EspadaAffiliated withCenter for Health Promotion and Prevention Research, University of Texas School of Public Health
  • , Vivian Colón-LópezAffiliated withCenter for Evaluation and Sociomedical Research, Graduate School of Public Health, University of Puerto RicoDivision of Cancer Control and Population Sciences, Comprehensive Cancer Center, University of Puerto Rico

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Abstract

Despite the existence of guidelines recommending vaccination against the human papillomavirus (HPV) and widespread availability of the vaccine through the Vaccines for Children program, HPV vaccination rates among island Puerto Ricans are suboptimal. Advertising plays a central role in promoting HPV vaccination by increasing awareness of and knowledge about the vaccine; however, little is known about the influence of cultural factors on the impact of HPV messages delivered through the media. The aim of this qualitative study was to explore the role of ethnic identity on the attitudes towards HPV vaccine advertising among island Puerto Ricans. Five focus groups (n = 23) were conducted with parents and non-vaccinated females. Our analysis found several themes that may influence attitudes towards HPV vaccine advertising among this population: physical ethnic similarity, relevance of information, and sociocultural congruence. Findings may assist in developing culturally appropriate health promotion programs and media to promote HPV vaccination among Puerto Ricans.

Keywords

Puerto Ricans Human papillomavirus vaccine Ethnicity Health communication Advertising Qualitative research