Distrust, danger, and confidence: A content analysis of the Australian Vaccination-Risks Network Blog

The Australian Vaccination-risks Network is Australia's most active counter-vaccine lobby group. This study employs a content analysis of the organization's 2012-2019 blog posts, while further considering Australian-specific vaccine contexts. The goal is to identify the persuasion attributes of these counter-vaccine articles, and the ways that the group's media employs persuasive cues when communicating to Australian publics. The project gauges the occurrence rates of message variables associated with the Elaboration Likelihood Model of persuasion, including those labeled as the Scarcity Principle, Arousal of Fear, Asking Questions, Source Cues, the Contrast Principle and Negativity Effect, as well as Statistics and Technical Jargon. Three overarching themes collectively exhibited by these message variables are further identified and described as Distrust, Danger, and Confidence. In view of these findings, the study then considers how persuasive cue expression in Australian Vaccination-risks Network blog posts corresponds with Australian vaccine hesitancies and the country's No Jab No Pay/Play policies.