Exploring the Role of Ethnic Identity on the Attitudes Towards HPV Vaccine Advertising Among Puerto Ricans: A Qualitative Analysis
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.
KeywordsPuerto Ricans Human papillomavirus vaccine Ethnicity Health communication Advertising Qualitative research
This study was conducted with funding from the National Cancer Institute U54CA96297. WAC was supported by the Cancer Education and Career Development Program at The University of Texas School of Public Health (2R25CA057712). The authors want to thank Sarah E. Krasny for her valuable comments on this article and Angela Pattatucci, Camille Velez, Mirza Rivera, and Elba C. Diaz for their support conducting the focus groups.
- 1.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.PubMedGoogle Scholar
- 2.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.
- 3.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.
- 5.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.PubMedCentralPubMedCrossRefGoogle Scholar
- 11.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.PubMedCentralPubMedCrossRefGoogle Scholar
- 15.Krueger RA, Casey MA. Focus groups: A practical guide for applied research. 4th ed. Los Angeles, CA: Sage; 2009.Google Scholar