Communication ETDs

Publication Date

Summer 7-28-2026

Abstract

This dissertation examines how indirect media effects operate through normative perceptions within a gendered and stigmatized health context of HPV vaccination. Specifically, this study investigates how these normative mediation processes are conditioned by traditional family gender role expectations at the norm formation stage and stigmatizing beliefs about HPV vaccination at the normative influence stage. A cross-sectional survey was conducted with mothers of children aged 9 – 12 in the United States in June 2025. The key findings show that while gendered perceptions of HPV vaccination persist, the underlying normative mechanism operated in similar ways across gender-referent contexts. Injunctive norms were a significant mediator connecting social media exposure and prosocial behavioral intentions. Although both traditional family gender role expectations and stigmatizing beliefs were significant moderators in shaping parts of the process, the proposed dual stage moderated mediation models received minimal support. Overall, this study highlights the importance of reducing stigma, strengthening positive normative perceptions, and leveraging social media as a source of normative information to promote communicative and advocacy-oriented engagement around HPV vaccination.

Language

English

Keywords

Media effects, Social norms, Gender norms, Stigmatizing beliefs, HPV vaccination

Document Type

Dissertation

Degree Name

Communication

Level of Degree

Doctoral

Department Name

Department of Communication and Journalism

First Committee Member (Chair)

Dr. Yangsun Hong

Second Committee Member

Dr. Ilia Rodríguez Nazario

Third Committee Member

Dr. Tamar Ginossar

Fourth Committee Member

Dr. Jessica Feezell

Project Sponsors

This dissertation is supported by grants from the Graduate Studies and Graduate and Professional Student Association at the University of New Mexico.

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