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Understanding how the Australian vaccine-refusal movement perceives itself.

Tomas Rozbroj1,2, Anthony Lyons1, Jayne Lucke1,3

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Members of the vaccine-refusal (VR) movement in Australia perceive it as science-based and righteous. Public health must acknowledge their efforts and information needs, avoiding confrontational strategies.

Keywords:
Australiaanti-vaccinationattitudeidentityvaccine confidencevaccine hesitancy

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Area of Science:

  • Public Health
  • Sociology of Science
  • Health Communication

Background:

  • Public health responses to vaccine refusal are limited by poor understanding of the movement's goals and member values.
  • Research is needed to explore the self-perceptions and motivations within the vaccine-refusal (VR) movement.

Purpose of the Study:

  • To examine how Australian members of the VR movement describe their movement.
  • To understand the perceived value of movement participation for its members.

Main Methods:

  • Online survey conducted with 696 VR movement members across Australia (January-May 2017).
  • Thematic discourse analysis used to examine members' understandings and underpinning beliefs.
  • Exploration of how members construct the movement's identity against common criticisms.

Main Results:

  • Participants viewed the VR movement as science-based, researching both mainstream and "hidden" knowledge.
  • Beliefs underpinning vaccine refusal included distrust of mainstream vaccine promotion and perceived compromised research.
  • Members saw responsible parenting as requiring personal research into healthcare choices.
  • Movement identity was constructed as brave and righteous, countering criticisms.
  • Participants perceived members as astute, informed, responsible, and courageous, fighting for an "inconvenient truth".

Conclusions:

  • Understanding the epistemic beliefs of vaccine-refusing individuals is crucial for effective public health communication.
  • Effective messaging should acknowledge parents' efforts, cater to their desire for detailed information, and avoid stigmatization.
  • Public health strategies need to address the core beliefs driving vaccine refusal, rather than relying on confrontational approaches.