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Emerging and continuing trends in vaccine opposition website content
1Department of Public Health, College of Health and Human Sciences, 401 Waldo Hall, Oregon State University, Corvallis, OR 97331, USA. beans@onid.orst.edu
Vaccine
|January 18, 2011
Summary
Anti-vaccination websites evolve, incorporating new themes like manufactured H1N1 threats and "expert" opposition. Public health efforts must adapt to counter these changing arguments, using emotional appeals to support vaccination.
Area of Science:
- Public Health
- Internet Studies
- Communication Studies
Background:
- Anti-vaccination websites target individuals seeking information to avoid vaccines.
- Limited systematic research exists on these online platforms.
Purpose of the Study:
- To analyze and compare anti-vaccination websites for evolving content, design, and credibility themes.
- To identify changes since previous content analyses of anti-vaccination sites.
Main Methods:
- Content analysis of 25 anti-vaccination websites identified via search engines (February-May 2010).
- Evaluation of 24 content, 14 design, and 13 credibility attributes.
Main Results:
- Consistent anti-vaccination claims were observed, alongside new themes.
- Emerging themes include the "manufactured" nature of the 2009 H1N1 epidemic and increased "expert" testimony against vaccines.
Conclusions:
- Anti-vaccination websites adapt to public health trends and vaccine success.
- Monitoring these changes enables faster public health interventions.
- Emotional appeals in anti-vaccination content suggest a need for more emotionally compelling pro-vaccine messaging.
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