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Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin.

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Title: Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin.
Authors: Wu, Jiaji, Yang, Ronghui
Source: Healthcare (2227-9032); Aug2024, Vol. 12 Issue 16, p1657, 15p
Subject Terms: PLAY, INTERVIEWING, CONSUMER attitudes, HUMAN papillomavirus vaccines, THEMATIC analysis, ADVERTISING, RESEARCH methodology, HEALTH promotion, VIDEO recording
Abstract: (1) Background: Playful immunization promotion helps to approach persuasive efforts and raise vaccine acceptance. However, playful promotion in the field of HPV immunization has not been explored. (2) Methods: To address this gap, we analyzed data gleaned from 73 short videos posted by state media and from semi-structured interviews with 37 Chinese stakeholders using thematic analysis. (3) Results: The analysis revealed that state media promoted HPV immunization using celebrity endorsement, anthropomorphism techniques and entertainment performance strategies. Additionally, state media engaged in circle mobilization and livestreamed on Douyin to reach wider audiences. Although playful strategies increased the popularity of HPV vaccine promotion, insufficient multi-stakeholder partnerships and homogeneous message delivery decreased the efficiency of HPV immunization promotion campaigns. (4) Conclusions: The strengthening of multi-stakeholder partnerships and the optimization of the public service provision of HPV vaccination are expected. Our research will not only deepen the global audience's understanding of Chinese immunization promotion campaigns, but also offer insights for implementing future global health promotion. [ABSTRACT FROM AUTHOR]
Copyright of Healthcare (2227-9032) is the property of MDPI and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Complementary Index
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  Data: Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin.
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  Data: <searchLink fieldCode="AR" term="%22Wu%2C+Jiaji%22">Wu, Jiaji</searchLink><br /><searchLink fieldCode="AR" term="%22Yang%2C+Ronghui%22">Yang, Ronghui</searchLink>
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  Data: Healthcare (2227-9032); Aug2024, Vol. 12 Issue 16, p1657, 15p
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  Data: <searchLink fieldCode="DE" term="%22PLAY%22">PLAY</searchLink><br /><searchLink fieldCode="DE" term="%22INTERVIEWING%22">INTERVIEWING</searchLink><br /><searchLink fieldCode="DE" term="%22CONSUMER+attitudes%22">CONSUMER attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22HUMAN+papillomavirus+vaccines%22">HUMAN papillomavirus vaccines</searchLink><br /><searchLink fieldCode="DE" term="%22THEMATIC+analysis%22">THEMATIC analysis</searchLink><br /><searchLink fieldCode="DE" term="%22ADVERTISING%22">ADVERTISING</searchLink><br /><searchLink fieldCode="DE" term="%22RESEARCH+methodology%22">RESEARCH methodology</searchLink><br /><searchLink fieldCode="DE" term="%22HEALTH+promotion%22">HEALTH promotion</searchLink><br /><searchLink fieldCode="DE" term="%22VIDEO+recording%22">VIDEO recording</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: (1) Background: Playful immunization promotion helps to approach persuasive efforts and raise vaccine acceptance. However, playful promotion in the field of HPV immunization has not been explored. (2) Methods: To address this gap, we analyzed data gleaned from 73 short videos posted by state media and from semi-structured interviews with 37 Chinese stakeholders using thematic analysis. (3) Results: The analysis revealed that state media promoted HPV immunization using celebrity endorsement, anthropomorphism techniques and entertainment performance strategies. Additionally, state media engaged in circle mobilization and livestreamed on Douyin to reach wider audiences. Although playful strategies increased the popularity of HPV vaccine promotion, insufficient multi-stakeholder partnerships and homogeneous message delivery decreased the efficiency of HPV immunization promotion campaigns. (4) Conclusions: The strengthening of multi-stakeholder partnerships and the optimization of the public service provision of HPV vaccination are expected. Our research will not only deepen the global audience's understanding of Chinese immunization promotion campaigns, but also offer insights for implementing future global health promotion. [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label:
  Group: Ab
  Data: <i>Copyright of Healthcare (2227-9032) is the property of MDPI and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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      – Type: doi
        Value: 10.3390/healthcare12161657
    Languages:
      – Code: eng
        Text: English
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        PageCount: 15
        StartPage: 1657
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      – SubjectFull: PLAY
        Type: general
      – SubjectFull: INTERVIEWING
        Type: general
      – SubjectFull: CONSUMER attitudes
        Type: general
      – SubjectFull: HUMAN papillomavirus vaccines
        Type: general
      – SubjectFull: THEMATIC analysis
        Type: general
      – SubjectFull: ADVERTISING
        Type: general
      – SubjectFull: RESEARCH methodology
        Type: general
      – SubjectFull: HEALTH promotion
        Type: general
      – SubjectFull: VIDEO recording
        Type: general
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      – TitleFull: Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin.
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            NameFull: Wu, Jiaji
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            NameFull: Yang, Ronghui
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            – D: 15
              M: 08
              Text: Aug2024
              Type: published
              Y: 2024
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