Exploring the Role of Ethnic Identity on the Attitudes Towards HPV Vaccine Advertising Among Puerto Ricans: A Qualitative Analysis
Rent the article at a discountRent now
* Final gross prices may vary according to local VAT.Get Access
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.
- Markowitz LE, Dunne EF, Saraiya M, Lawson HW, Chesson H, Unger ER, Centers for Disease Control and Prevention (CDC), Advisory Committee on Immunization Practices (ACIP). Quadrivalent human papillomavirus vaccine: recommendations of the Advisory Committee on Immunization Practices (ACIP). MMWR Recomm Rep. 2007;56(RR-2):1–24.
- Ortiz AP, Ortiz-Ortiz K, Pillsbury M, Kothari S, Rios M, Laborde JE. Impact of quadrivalent HPV types 6, 11, 16, 18 in Puerto Rico. Presented at: 28th International Papillomavirus Conference, San Juan (PR); Nov 30–Dec 6, 2012. Abstract available at: http://www.hpv2012pr.org/HPV2012_PUERTO_RICO_Abstracts_Epidemiology_Public_Health.pdf.
- U.S. Department of Health and Human Services. Healthy People 2020—Immunization and Infectious Diseases. Available at http://www.healthypeople.gov/2020/topicsobjectives2020/objectiveslist.aspx?topicId=23.
- Hughes J, Cates JR, Liddon N, Smith JS, Gottlieb SL, Brewer NT. Disparities in how parents are learning about the human papillomavirus vaccine. Cancer Epidemiol Biomarkers Prev. 2009;18(2):363–72. CrossRef
- Baldwin AS, Bruce CM, Tiro JA. Understanding how mothers of adolescent girls obtain information about the HPV vaccine: associations between mothers’ health beliefs, information seeking, and vaccination intentions in an ethnically diverse sample. J Health Psychol. 2013;18(7):926–38. CrossRef
- Cates JR, Shafer A, Carpentier FD, Reiter PL, Brewer NT, McRee AL, Smith JS. How parents hear about human papillomavirus vaccine: implications for uptake. J Adolesc Health. 2010;47(3):305–8. CrossRef
- Gerend MA, Weibley E, Bland H. Parental response to human papillomavirus vaccine availability: uptake and intentions. J Adolesc Health. 2009;45(5):528–31. CrossRef
- Mathur M, Mathur V, Reichling D. Participation in the decision to become vaccinated against human papillomavirus by California high school girls and the predictors of vaccine status. J Pediatr Health Care. 2010;24(1):14–24. CrossRef
- Grier SA, Kumanyika S. Targeted marketing and public health. Annu Rev Public Health. 2010;31:349–69. CrossRef
- Kreuter MW, McClure SM. The Role of Culture in Health Communication. Annu Rev Public Health. 2004;25:439–55. CrossRef
- Mueller NT, Noone AM, Luta G, Wallington SF, Huerta EE, Mandelblatt JS, Latin American Cancer Research Coalition. Information channels associated with awareness of human papillomavirus infections and vaccination among Latino immigrants from safety net clinics. J Immigr Minor Health. 2012;14(1):183–8. CrossRef
- Pepper JK, Reiter PL, McRee AL, Brewer NT. Advertisements promoting human papillomavirus vaccine for adolescent boys: does source matter? Sex Transm Infect. 2012;88(4):264–5. CrossRef
- Shafer A, Cates JR, Diehl SJ, Hartmann M. Asking mom: formative research for an HPV vaccine campaign targeting mothers of adolescent girls. J Health Commun. 2011;16(9):988–1005. CrossRef
- Leader AE, Cashman R, Voytek CD, Baker JL, Brawner BM, Frank I. An exploratory study of adolescent female reactions to direct-to-consumer advertising: the case of the Human Papillomavirus (HPV) Vaccine. Health Mark Q. 2011;28(4):372–85. CrossRef
- Krueger RA, Casey MA. Focus groups: A practical guide for applied research. 4th ed. Los Angeles, CA: Sage; 2009.
- Morales-Campos DY, Markham CM, Peskin MF, Fernandez ME. Hispanic mothers’ and high school girls’ perceptions of cervical cancer, human papilloma virus, and the human papilloma virus vaccine. J Adolesc Health. 2013;52(5 Suppl):S69–75. CrossRef
- Resnicow K, Baranowski T, Ahluwalia JS, Braithwaite RL. Cultural sensitivity in public health: defined and demystified. Ethn Dis. 1999;9(1):10–21.
- Kreuter MW, Lukwago SN, Bucholtz RD, Clark EM, Sanders-Thompson V. Achieving cultural appropriateness in health promotion programs: targeted and tailored approaches. Health Educ Behav. 2003;30(2):133–46. CrossRef
- López I. “But you don’t look Puerto Rican”: the moderating effect of ethnic identity on the relation between skin color and self-esteem among Puerto Rican women. Cultur Divers Ethnic Minor Psychol. 2008;14(2):102–8. CrossRef
- Landale NS, Oropesa RS. White, Black, or Puerto Rican? Racial self-identification among mainland and island Puerto Ricans. Social Forces. 2002;81(1):231–54. CrossRef
- Exploring the Role of Ethnic Identity on the Attitudes Towards HPV Vaccine Advertising Among Puerto Ricans: A Qualitative Analysis
Journal of Immigrant and Minority Health
- Print ISSN
- Online ISSN
- Springer US
- Additional Links
- Puerto Ricans
- Human papillomavirus vaccine
- Health communication
- Qualitative research
- Industry Sectors
- Author Affiliations
- 1. Division of Management, Policy and Community Health, University of Texas School of Public Health, 7000 Fannin Suite 2568, Houston, TX, 77030, USA
- 2. Center for Health Promotion and Prevention Research, University of Texas School of Public Health, Houston, TX, USA
- 3. Center for Evaluation and Sociomedical Research, Graduate School of Public Health, University of Puerto Rico, San Juan, PR, USA
- 4. Division of Cancer Control and Population Sciences, Comprehensive Cancer Center, University of Puerto Rico, San Juan, PR, USA