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研究生:江岑晨
研究生(外文):JIANG, CEN-CHEN
論文名稱:中國社群媒體對HPV疫苗的訊息建構與框架之研究——以小紅書為例
論文名稱(外文):Message Construction and Framing of HPV Vaccine on Chinese Social Media—Take Little Red Book as An Example
指導教授:許安琪許安琪引用關係
指導教授(外文):HSU, AN-CHI
口試委員:黃光玉曾鈺涓
口試日期:2023-07-04
學位類別:碩士
校院名稱:世新大學
系所名稱:公共關係暨廣告學研究所(含碩專班)
學門:傳播學門
學類:公共關係學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:96
中文關鍵詞:HPV疫苗小紅書訊息建構框架分析內容分析
外文關鍵詞:HPV vaccinelittle red bookmessage constructionframing analysiscontent analysis
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自從2016年進入中國市場後,HPV疫苗迅速風靡全國。在其「大火」的背後,除了政策引導、市場教育和平台助推,媒體的作用功不可沒。本研究以小紅書——中國當下最熱門且用戶與HPV疫苗接種對象高度重合的社群媒體作為研究對象,搜尋HPV疫苗並選取按讚數超過100的筆記進行研究,探究中國社群媒體如何對HPV疫苗進行訊息建構和使用何種框架。
研究發現,有關HPV疫苗的筆記中,被討論最多的主題是個人經驗/看法的分享。不同的性別和來源也有所區別,女性以境內經驗為主,男性以境外經驗為主,商業機構則主要討論關於HPV疫苗的科學知識。超過一半的筆記對HPV疫苗持正面/支持的態度。女性和素人是有關HPV疫苗筆記的主要來源。九價是最受關注的疫苗種類,甚至成為一種迷思。敘事和非敘事框架被使用的最多,與多則筆記使用增益框架相比,只有一則筆記使用了損失框架。「上岸」、「下車」、「薅羊毛」等其他社會領域的詞彙與HPV疫苗結合產生出新的獨特意涵。

Since its entry into the Chinese market in 2016, the HPV vaccine has rapidly taken the country by storm. In addition to policy guidance, market education and platform boosting, the role of media is also important behind the "boom". This study used Little Red Book, the most popular social media in China with a high overlap between users and HPV vaccine recipients, to search for HPV vaccine and select posts with more than 100 likes to investigate how Chinese social media construct messages about HPV vaccine and what frames they use.
The study found that the most discussed topic in the posts about HPV vaccine was the sharing of personal experiences/opinions. There were also differences by gender and source, with women focusing on in-country experiences, men on out-of-country experiences, and business organizations mainly discussing scientific knowledge about the HPV vaccine. More than half of the posts were positive/supportive of the HPV vaccine. Women and vegetarians were the main sources of posts on HPV vaccines. Gardasil 9 is the most popular type of vaccine, and has even become a myth. Narrative and non-narrative frames were used the most, with only one post using the loss frame compared to multiple posts using the gain frame. Terms from other social domains such as "going ashore", "getting off", and "woolgathering" were combined with the HPV vaccine to create new and unique meanings.

目錄
論文摘要: ........................................................................................................................................ I
ABSTRACT .................................................................................................................................... II
表次 ................................................................................................................................................ IV
第一章、緒論 ................................................................................................................................. 1
第一節、研究背景........................................................................................................................... 1
第二節、研究動機與目的................................................................................................................ 4
第二章、文獻探討........................................................................................................................... 6
第一節、健康傳播........................................................................................................................... 6
第二節、HPV 疫苗、訊息分享形式與框架.................................................................................... 12
第三節、子宮頸癌、HPV 與 HPV 疫苗......................................................................................... 22
第三章、研究方法.......................................................................................................................... 28
第一節、研究設計.......................................................................................................................... 28
第二節、研究方法.......................................................................................................................... 30
第三節、類目構建.......................................................................................................................... 31
第四節、前測信度分析................................................................................................................... 35
第四章、研究結果.......................................................................................................................... 37
第一節、基本資料分析................................................................................................................... 37
第二節、交叉分析.......................................................................................................................... 42
第五章、結論與討論 ..................................................................................................................... 54
第一節、主要研究發現................................................................................................................... 54
第二節、討論 ................................................................................................................................ 61
第三節、研究限制與未來建議........................................................................................................ 64
參考文獻......................................................................................................................................... 67
中文部份 ........................................................................................................................................ 67
英文部份 ........................................................................................................................................ 75
附錄:編碼表 .................................................................................................................................... 86

表次
表 1 .............................................................................................................................24
表 2 .............................................................................................................................37
表 3 .............................................................................................................................38
表 4 .............................................................................................................................39
表 5 .............................................................................................................................40
表 6 .............................................................................................................................41
表 7 .............................................................................................................................42
表 8 .............................................................................................................................43
表 9 .............................................................................................................................44
表 10 ...........................................................................................................................45
表 11............................................................................................................................46
表 12 ...........................................................................................................................47
表 13 ...........................................................................................................................48
表 14 ...........................................................................................................................50
表 15 ...........................................................................................................................51
表 16 ...........................................................................................................................52
表 17 ...........................................................................................................................53
表 18 ...........................................................................................................................56
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