Vaccination Discussion among Parents on Social Media: A Content Analysis of Comments on Parenting Blogs

Despite the effectiveness of vaccines, parents are increasingly opting for non-medical exemption. For health advice on such topics, many parents are now more likely to look to online communities than rely on medical expertise. There is scant literature outlining how parents contribute to online discussion of vaccination. The purpose of this study was to analyze parent vaccination opinions expressed online. Using a codebook adapted from previous research, content analysis was conducted to evaluate comments on parenting blog posts related to vaccination. Variables included stance, argument rhetoric, and accuracy of information. Comments recognized as aggressive or accusatory were recorded into an "attack" category. Descriptive statistics were used to assess trends in comment content. Nine blogs were included, from which 244 comments were analyzed. The most common argument rhetoric was providing, requesting, or evaluating source credibility for both pro- and anti-vaccine comments (24% and 36%). 25% of comments were considered inaccurate health information; 27% fell into the "attack" category, of which 60% were pro-vaccination. The high percentage of "attack" comments and inaccurate information is evidence that blog comments may not be reliable for information-seeking parents. Clinicians should use this data to understand anti-vaccination arguments in efforts to improve vaccine communication.