Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin
Abstract
:1. Introduction
2. Materials and Methods
2.1. Research Design
2.2. Data Collection and Analysis
2.3. Data Analysis
3. Results
3.1. HIPCs on Douyin
3.2. Playful Rhetoric for Promoting HPV Immunization
3.2.1. Celebrity Endorsement
“In China, about 100,000 families suffer from HPV diseases every year, which is equivalent to one woman being diagnosed with cervical cancer every 5 min. According to the data from the National Cancer Center in 2024, there are approximately 55,700 deaths from cervical cancer each year, entailing that one woman dies of cervical cancer every 9 min”.
“Females in China still have a weak awareness of reproductive health. I don’t want to see the number of cervical cancer and gynecological diseases among women around me continue to rise in the future”.
“Cervical cancer is a malignant tumor with high incidence in Chinese women. If some intervention measures are not taken, the trend may still rise in the future. The high-risk type of HPV infection is the main cause of cervical cancer. Cervical cancer is also the only cancer that can be prevented by vaccination”.(ID 23)
3.2.2. Anthropomorphic Techniques
3.2.3. Entertainment Performance
“The domestic HPV vaccine Xinkening provides a protection rate of up to 100% against HPV16/18-related high-grade genital precancerous lesions in women aged from 18 to 45, as well as a protection rate of 97.3% against persistent HPV16/18 infection (6 months)”.(ID 36)
“If you get HPV vaccinations, you will be protected against HPV infection. If you get HPV vaccinations, you will reduce the risk of cervical cancer. If you get HPV vaccinations, you will safeguard your health. Please get a shot”.
3.3. Information-Pushing Strategies
3.3.1. Circle Mobilization
“I once saw a short video on Douyin featuring a female student discussing her recent dilemma about whether or not to get vaccinated for HPV. The video felt very authentic, as if it was happening around us. This immediately caught my interest. I even shared the video with other classmates”.(ID 19)
3.3.2. Live Streaming
3.4. Implications for Chinese Health Promotion Efforts
“Many state media delivered similar HPV vaccine related messages, focusing mainly on the risks of not vaccinating and the benefits of vaccination. I actually want to know more vaccine-related information, such as what preparations should be made before vaccination, what should be paid attention to after vaccination, and whether there are any side effects”.(ID 22)
“Sometimes the information published by the government on Douyin is not completely synchronized with our community. For example, sometimes our community lacks vaccines, but the government does not update this information in time and still encourages everyone to come and get vaccinated. Many people who saw the video on Douyin will come to our community and want to get vaccinated, but they will be disappointed when they find out that we don’t have any vaccines. Some people may misunderstand and blame our community hospital, saying that it has wasted their time”.(ID 36)
4. Discussion
5. Limitations of the Research
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. The Process of the Thematic Analysis
Text (Parts of Text Are Presented Here) | Code | Sub-Theme | Theme |
Females in China still have a weak awareness of reproductive health. I don’t want to see the number of cervical cancer and gynecological diseases among women around me continue to rise in the future. | Celebrities’ consensus mobilization | Celebrity endorsement | Playful rhetoric for promoting HPV Immunization |
Cervical cancer is a malignant tumor with high incidence in Chinese women. If some intervention measures are not taken, the trend may still rise in the future. The high-risk type of HPV infection is the main cause of cervical cancer. Cervical cancer is also the only cancer that can be prevented by vaccination. | Celebrities’ gain–loss framing | ||
On the Douyin platform, we will use animation styles or cartoon characters to explain complex medical concepts, thereby translating scientific information into visual forms that are easier for the audience to understand. | Visual anthropomorphism | Anthropomorphic techniques | |
The HPV virus was characterized in Douyin as a devil with disheveled black hair and a cold smirk on its lips, suddenly appeared in front of a cute girl. It waved its vicious tentacles and roared: “I will destroy you!” | |||
Great Achievement! It’s time to get vaccinated!” The message continued with enthusiasm: “Exciting Update! Here’s the latest: the HPV vaccinations are now available! Don’t hesitate, visit your nearest hospital and get vaccinated as soon as possible. It’s a crucial step towards protecting your health”. | Positive reinforcement | ||
The state media actively encouraged open dialogue by asking questions such as the following: “What are your main worries about HPV vaccinations?” | Empathic models | ||
Facing public doubts about the efficacy of HPV vaccinations, a clinician argued the following: “The domestic HPV vaccine, Xinkening, provides a protection rate of up to 100% against HPV16/18-related high-grade genital precancerous lesions in women aged from 18 to 45, as well as a protection rate of 97.3% against persistent HPV16/18 infection (6 months)”. | Reciprocal interaction between experts and laypeople | Entertainment performance | |
If you get HPV vaccinations, you will be protected against HPV infection. If you get HPV vaccinations, you will reduce the risk of cervical cancer. If you get HPV vaccinations, you will safeguard your health. Please get a shot. | Artistic performances | ||
As a mother of a daughter, I am highly concerned with the official media’s promotion of the HPV vaccine for adolescent girls. | Family responsibilities | Circle mobilization | Information-pushing strategies |
I once saw a short video on Douyin featuring a female student discussing her recent dilemma about whether or not to get vaccinated for HPV. The video felt very authentic, as if it was happening around us. This immediately caught my interest. I even shared the video with other classmates. | Campus life | ||
During the live stream, I can ask the anchor any questions during the show. | High degree of interaction | Live streaming | |
Douyin users can interact with state media through likes, comments, shares, etc., increasing user engagement and sense of belonging while facilitating rapid and widespread content dissemination. | Digital culture and public discourse | Positive implications | Implications for Chinese health promotion efforts |
The government has gradually moved from using language that is overly authoritative and serious to a more straightforward and vivid expression that avoids being didactic. | Softened government discourse | ||
State media provides detailed vaccination locations, including hospital opening hours and rest times, and periodically verifies this information. | Fostered reciprocal interaction | ||
Many state media delivered similar HPV vaccine related messages, focusing mainly on the risks of not vaccinating and the benefits of vaccination. I actually want to know more vaccine-related information, such as what preparations should be made before vaccination, what should be paid attention to after vaccination, and whether there are any side effects. | Homogeneous information spread | Negative implications | |
Sometimes the information published by the government on Douyin is not completely synchronized with our community. For example, sometimes our community lacks vaccines, but the government does not update this information in time and still encourages everyone to come and get vaccinated. Many people who saw the video on Douyin will come to our community and want to get vaccinated, but they will be disappointed when they find out that we don’t have any vaccines. Some people may misunderstand and blame our community hospital, saying that it has wasted their time. | Insufficient public–private cooperation |
References
- Cervical Cancer: An NCD We Can Overcome; Speech by WHO Director-General, 18 May 2018; World Health Organization: Geneva, Switzerland, 2018; Available online: https://www.who.int/dg/speeches/detail/cervical-cancer-an-ncd-we-can-overcome (accessed on 2 October 2020).
- Liu, H.W. 100 years of development of women’s rights in China: From strong political commitment to increasingly perfect legal protection. Hum. Rights 2021, 5, 68–90. [Google Scholar] [CrossRef]
- Gao, Y.; Liu, H.; Wang, Z. Factors Influencing HPV Vaccine Acceptance in Rural China. Int. J. Public Health 2022, 67, 345–355. [Google Scholar]
- Li, Q.; Zhang, L.; Sun, J. Cultural Attitudes towards HPV Vaccination in China. J. Cult. Health Stud. 2022, 4, 567–579. [Google Scholar]
- Liu, J.; Wang, P.; Yang, Y. Understanding Vaccine Hesitancy: A Study of HPV Vaccine Knowledge in China. J. Health Educ. Res. 2022, 78, 98–109. [Google Scholar]
- Liu, S.; Zhang, H.; Wang, X. Addressing HPV Vaccine Hesitancy through Tailored Communication. Glob. Health Perspect. 2024, 58, 201–214. [Google Scholar]
- Don, V. Evaluating health promotion—Progress, problems and solutions. Health Promot. Int. 1998, 1, 27–44. [Google Scholar] [CrossRef]
- Hu, Y.S. The Realization Mechanism of a Strong State—A Study on Community Mobilization in Shanghai during the Fight against ‘SARS’. Master’s Thesis, Fudan University, Shanghai, China, 2011. [Google Scholar]
- Liu, Y.Q. Historical Experience and Enlightenment of Propaganda and Ideological Work in Responding to Major Epidemics. Ideol. Educ. Res. 2020, 3, 18–22. [Google Scholar] [CrossRef]
- Wang, F.S. Responding to the Situation’: Can Grassroots Governments Accomplish Tasks Under Continuous Pressure?—A Case Study Based on the Promotion of COVID-19 Vaccination in Town A, City X. J. Public Adm. 2022, 4, 5–17. [Google Scholar] [CrossRef]
- Zhang, J.; Tao, X. HPV Vaccine Research Progress, Awareness and Acceptance Status. Chin. J. Clin. Obs. Gynecol. 2017, 18, 190–192. [Google Scholar] [CrossRef]
- Zhang, Z.A.; Peng, L. Hybrid Emotional Communication Mode: Research on Short Video Content Production of Mainstream Media—Taking the People’s Daily Douyin Account as an Example. J. Writ. 2019, 7, 57–66. [Google Scholar] [CrossRef]
- Hu, Y.M. Health Mobilization of ‘Epidemic Prevention’ Slogans: Discourse Strategies, Frameworks, and Power Structures. J. Int. Commun. 2021, 5, 16–26. [Google Scholar] [CrossRef]
- Zhang, Z.L. Health Communication and Society—Changes in the Discourse of Disease Prevention and Control in China over the Past Century; Peking University Medical Press: Beijing, China, 2008. [Google Scholar]
- Pu, C.; Liu, C.R.; Zhang, X.; Li, J. Knowledge and attitude toward HPV and its vaccines among parents of middle school student in Chengdu. Mod. Prev. Med. 2018, 45, 209–302+437. [Google Scholar]
- Jiang, N.; Yang, C.; Yu, W.; Luo, L.; Tan, X.; Yang, L. Changes of COVID-19 knowledge, attitudes, practices and vaccination willingness among residents in Jinan, China. Front. Public Health 2022, 10, 17–36. [Google Scholar] [CrossRef]
- Wang, W.Y.; Lobato, R. Chinese video streaming services in the context of global platform studies. Chin. J. Commun. 2019, 3, 17–30. [Google Scholar] [CrossRef]
- Luo, Y.A.; Wang, Y.M. An Analysis of the Phenomenon of Mainstream Media’s Live Streaming of Public Welfare Goods. Media 2020, 19, 71–73. [Google Scholar]
- Lu, J.H. An Analysis of the Star Strategy of New Mainstream Blockbusters in the Context of Popular Culture. Contemp. Cine. 2017, 12, 152–155. [Google Scholar]
- Li, Z.L. Clustered Stars, Micro-performances, and Their Political and Cultural Effects. Contemp. Cine. 2013, 6, 77–82. [Google Scholar]
- Lang, J.S.; Shen, Q.Z. Personalized Communication of Government Short Videos: Presentation and Driving Forces—An Empirical Analysis Based on Government Douyin Accounts. Journal. Writ. 2020, 10, 39–46. [Google Scholar]
- Chen, X.; Valdovinos Kaye, D.B.; Zeng, J. PositiveEnergy Douyin: Constructing “Playful patriotism” in a Chinese short-video application. Chin. J. Commun. 2020, 1, 14–17. [Google Scholar] [CrossRef]
- Qiang, Y.X.; Yang, Y.L. Personification: Innovation of Mainstream Media News Short Video Communication Strategy. Future Commun. 2022, 2, 1–12. [Google Scholar] [CrossRef]
- Mattingly, D.C.; Yao, E. How Soft Propaganda Persuades. Comp. Political Stud. 2022, 9, 1–22. [Google Scholar] [CrossRef]
- China Internet Network Information Center. China Internet Network Development State Statistic Report [EB/OL]. Available online: https://cnnic.cn/n4/2023/0302/c199-10755.html (accessed on 2 March 2023).
- Braun, V.; Clarke, V. Using Thematic Analysis in Psychology. Qual. Res. Psychol. 2006, 3, 77–101. [Google Scholar] [CrossRef]
- National Health Commission of China: “Accelerated Action Plan for Cervical Cancer Elimination (2022–2030). Available online: https://www.gov.cn/zhengce/zhengceku/2023-01/21/content_5738364.htm (accessed on 5 January 2024).
- Yang, W. Star power: The evolution of celebrity endorsement research. Int. J. Contemp. Hosp. Manag. 2018, 30, 389–415. [Google Scholar] [CrossRef]
- Skinner, B.F. The Behavior of Organisms: An Experimental Analysis; Appleton-Century-Crofts: Des Moines, IA, USA, 1938; pp. 16–29. [Google Scholar]
- Peng, L. Circles on the Internei: Aggregation and Separation on the Dimensions of Realtionship, Culure and Technology. Ed. Friend 2019, 11, 5–12. [Google Scholar] [CrossRef]
- Kim, J.; Lee, J.; Heo, J.; Baek, J. Message strategies and viewer responses: Content analysis of HPV vaccination videos on Youtube. J. Health Commun. 2021, 8, 18–27. [Google Scholar] [CrossRef]
- Rowena, B.R.; Nan, X.L.; Kelly, M.; Leah, W. When Vaccines Go Viral: An Analysis of HPV Vaccine Coverage on YouTube. Health Commun. 2012, 27, 478–485. [Google Scholar] [CrossRef]
- Basch, C.H.; Hillyer, G.C.; Jacques, E.T. Professionally Created Content Related to HPV Vaccination on TikTok. Front. Digit. Health 2022, 4, 83–88. [Google Scholar] [CrossRef]
- Sundstrom, B.; Cartmell, K.B.; White, A.A.; Well, H.; Pierce, J.Y.; Brandt, H.M. Correcting HPV vaccination misinformation online: Evaluating the HPV vaccination NOW social media campaign. Vaccines 2021, 9, 352. [Google Scholar] [CrossRef]
- Xu, J.Y.; Wu, M.Z. Analysis of Short Video Marketing Mix Strategy in Mobile Social Era. Times Ecnonomy Trade 2020, 3, 6–7. [Google Scholar] [CrossRef]
- Wasan, P.G.; Trpathi, G. Revisting social marketing mix: A socio-cultural perspective. J. Serv. Res. 2014, 2, 132–134. Available online: https://www.researchgate.net/publication/303522585 (accessed on 2 March 2023).
Participant ID | Description of Function | Gender | Location |
---|---|---|---|
ID1 | Staff in Anji People’s Government | Female | Huzhou |
ID2 | Staff in Anji People’s Government | Male | Huzhou |
ID3 | Staff in Anji People’s Government | Female | Huzhou |
ID4 | Staff in Anji People’s Government | Female | Huzhou |
ID5 | Staff in Anji People’s Government | Female | Huzhou |
ID6 | Staff in Huangpu People’s Government | Female | Shanghai |
ID7 | Staff in Deqing Health Commission | Male | Huzhou |
ID8 | Staff in Deqing Health Commission | Female | Huzhou |
ID9 | Staff in XuanzhouMedia Converged Center | Female | Xuancheng |
ID10 | Staff in Anji Media Converged Center | Female | Huzhou |
ID11 | Staff in Tongling Local News Center | Male | Tongling |
ID12 | Staff in Tongling News Center | Female | Tongling |
ID13 | Staff in Xuancheng Communist Youth League | Female | Xuancheng |
ID14 | Staff in Xuancheng Communist Youth League | Male | Xuancheng |
ID15 | Staff in Xuancheng Communist Youth League | Female | Xuancheng |
ID16 | Staff in Xuancheng Communist Youth League | Female | Hefei |
ID17 | Staff in Xuancheng Communist Youth League | Male | Hefei |
ID18 | Staff in Xuanzhuo public medical institutions | Male | Xuancheng |
ID19 | Douyin user | Female | Huzhou |
ID20 | Douyin user | Female | Huzhou |
ID21 | Douyin user | Female | Huzhou |
ID22 | Douyin user | Female | Huzhou |
ID23 | Douyin user | Female | Huzhou |
ID24 | Douyin user | Male | Huzhou |
ID25 | Douyin user | Male | Huzhou |
ID26 | Douyin user | Female | Xuancheng |
ID27 | Douyin user | Female | Xuancheng |
ID28 | Douyin user | Male | Xuancheng |
ID29 | Douyin user | Male | Xuancheng |
ID30 | Douyin user | Male | Hefei |
ID31 | Douyin user | Male | Hefei |
ID32 | Douyin user | Male | Hefei |
ID33 | Douyin user | Male | Hefei |
ID34 | Douyin user | Male | Hefei |
ID35 | Douyin user | Female | Shanghai |
ID36 | Gynecologist in a Renji private hospital | Female | Xuancheng |
ID37 | Gynecologist in a Renji private hospital | Female | Xuancheng |
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. |
© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Wu, J.; Yang, R. Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin. Healthcare 2024, 12, 1657. https://doi.org/10.3390/healthcare12161657
Wu J, Yang R. Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin. Healthcare. 2024; 12(16):1657. https://doi.org/10.3390/healthcare12161657
Chicago/Turabian StyleWu, Jiaji, and Ronghui Yang. 2024. "Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin" Healthcare 12, no. 16: 1657. https://doi.org/10.3390/healthcare12161657