Mislabeled, fragmented, and conspiracy-driven: a content analysis of the social media discourse about the HPV vaccine in China

Through two theoretical lenses, the Health Belief Model (HBM) and literature explaining conspiracy theories, this study examined media discourse about the Human Papillomavirus (HPV) vaccine in China’s cyberspace. Results showed that the media narratives are positive but misleading, and HBM components are presented inconsistently over time. The study also identified emerging conspiracy theories about the HPV vaccine: Chinese conspiracy theorists accused Western countries of using the HPV vaccine to destroy the Chinese ethnic group. These findings demonstrate the influence of public resistance stemming from nationalism on the acceptance of medical knowledge in countries with strong historical legacies, such as China.