Background:
Genital Human Papillomavirus (HPV) is the most common sexually transmitted infection in the United States. On June 8, 2006, the FDA licensed Merck's HPV vaccine, Gardasil™. The quadrivalent vaccine offers protection against HPV types 16 and 18 which are responsible for 70% of all cervical cancers and HPV types 6 and 11 which cause 90% of genital warts. Information about the HPV vaccine in the media may influence personal attitudes and eventual vaccine uptake.

Objective:
This research explores the content of online news stories about the HPV vaccine.

Method:
Using four search engines and six search terms, 250 articles on the HPV vaccine were identified between June 8, 2006 and September 26, 2006. The coding instrument captured information about how the headline was framed, how the vaccine was labeled, in addition to information about HPV, cervical cancer, the HPV vaccine, and current social issues and concerns surrounding the vaccine.

Result:
The analysis revealed balanced internet news coverage. Eighty-percent of articles labeled the vaccine as a cervical cancer vaccine; 73.5% explained the link between HPV and cervical cancer, although without providing background information on HPV or cervical cancer. Vaccine affordability was the most cited social concern (49.2%). Information about vaccine safety and side effects, breadth of protection, and availability of the vaccine for females aged 13-26 was repeatedly missing. Complete vaccine information was often unavailable.

Conclusion:
As a major source of health information, the media has the ability to frame messages and set the agenda so as to affect policy decision and public opinion. Knowledge of particular message frames could provide a baseline starting point for tackling public opposition or vaccine uptake issues for future STD vaccines.

Implications:
Future research could identify discussions surrounding other STD or adolescent vaccines in the media. Heath educators should consider developing materials for providers and parents on vaccine communication strategies.