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Exploring the Importance of Social Listening to Mitigate Anti-Vax Propaganda: A Retrospective Analysis
Poorna Fernando1,2, Radlmk Ranwala3,2, Malinda de Silva2
1Australian Institute of Health Innovation, Faculty of Medicine, Health and Human Sciences, Macquarie University, Australia.
Abstract:
This study was undertaken to understand anti-vaccination narratives that propagated on the Covid-19 booster related posts on Facebook page dedicated for health promotion, under the purview of Ministry of Health, Sri Lanka. Comments in the post were categorised into five broad groups: anti-vaccine, pro-vaccine, information-seeking, sarcastic, and not relevant. Eight booster related posts with a total of 6514 comments were identified, among the comments 72.78% were categorised as anti-vaccine. Comment section can be an ideal environment for propagation of anti-vaccination propaganda, therefore, both offline and online social listening should be done timely and vigorously to identify these narratives and immediate action needs to be taken.
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