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Social Media Perspectives on a Future HIV Vaccine: Mixed Methods Analysis.

Megan A Rabin1, Sarah Penuela-Wermers2, Neil K R Sehgal3,4

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Summary

Public discourse on an HIV vaccine shows hope and trust alongside conspiracy theories on Twitter and TikTok. Platform-specific communication strategies are crucial to combat misinformation and build trust before vaccine rollout.

Keywords:
HIV vaccinesattitude to healthconspiracy theorieshealth communicationmisinformationnatural language processingpublic opinionqualitative researchsocial mediavaccine hesitancy

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Area of Science:

  • Public health communication
  • Social media analysis
  • Vaccinology

Background:

  • Understanding public discourse on an HIV vaccine is vital for effective communication strategies.
  • Social media platforms significantly shape public narratives, yet HIV vaccine discourse remains under-researched, particularly on TikTok.

Purpose of the Study:

  • To compare and characterize public discourse surrounding a future HIV vaccine on Twitter (X) and TikTok.
  • To identify prevalent themes, sentiments, and rhetorical strategies for public health communication.

Main Methods:

  • Analysis of over 400,000 tweets and 65,000 TikTok comments.
  • Natural language processing applied to the 1000 most-liked posts on each platform.
  • Coding of the top 500 posts for rhetorical strategies, sentiment, and themes.

Main Results:

  • Both platforms exhibit expressions of hope and trust in science, alongside concerns about institutional corruption and conspiracy theories.
  • Tweets were more linguistically complex, while TikTok comments required video context for interpretation.
  • Prevalent rhetorical strategies included conspiracy theories, post hoc reasoning, and emotional appeals.

Conclusions:

  • Platform-specific communication strategies are essential for addressing misinformation and fostering public trust in an HIV vaccine.
  • Findings provide timely insights into emerging HIV vaccine discourse.
  • Actionable opportunities exist for public health stakeholders to build trust and combat misinformation proactively.