| Abstract: | On June 8, 2006, the Food and Drug Administration approved Merck & Co.'s vaccine Gardasil, which protects women from the human papillomavirus (HPV). Twenty‐four states began entertaining initiatives that would make the vaccine mandatory for all fifth‐ and sixth‐grade girls in public schools. However, as the vaccine gained traction in the media, the dominant issue frame put forth by Merck & Co. was undermined by several competing morality concerns raised by citizens in newspaper opinion pieces. Using an analysis of selected media coverage and a logit analysis modeling the influence of competing morality, economic, and public‐health determinants on states' decision making, we investigate the ascent of issue salience surrounding the HPV vaccine, and the policy consideration process. The results from the analysis indicate that citizen‐initiated opposition increased the salience of the topic and changed the issue framing in which the mandatory vaccine legislation was being considered. State policy consideration was influenced by a mix of morality and public‐health determinants. Moreover, Merck's attempts to influence state policy failed to increase the likelihood of policy consideration. |
