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Related Concept Videos

Vaccinations01:51

Vaccinations

Overview
Vaccines01:21

Vaccines

Vaccines are among the most effective tools in preventive medicine, designed to prepare the immune system to recognize and combat infectious agents. By introducing antigens—substances that the immune system identifies as foreign—vaccines stimulate an adaptive immune response that leads to immunological memory. This immunological memory enables the body to mount a faster and more effective response upon future exposures to the actual pathogen.Vaccines can be categorized based on the type of...
Persuasion Strategies01:52

Persuasion Strategies

Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
Cancer Vaccines01:30

Cancer Vaccines

Cancer treatment vaccines are a rapidly evolving field that offers a promising approach to immunotherapy. Unlike traditional vaccines that prevent diseases, cancer treatment vaccines are designed to treat existing cancers by stimulating the immune system to recognize and attack cancer cells.
Cancer vaccines come in two categories: preventive (prophylactic) and treatment (active). Preventive vaccines, such as the Human Papillomavirus (HPV) vaccine, protect against viruses that cause certain...
Barriers to Effective Communication II01:21

Barriers to Effective Communication II

The barriers to effective communication also include cultural barriers, semantic barriers, gender barriers, and time constraints.
Cultural barriers:
Differences in values, beliefs, religion, knowledge, and tradition can significantly impact communication. Awareness of nonverbal cues is critical, especially when conversing with a patient from a different culture. What appears appropriate in one culture may be inappropriate in another.
Semantic barriers:
As a result of their tendency to use...
Barriers to Effective Communication I01:30

Barriers to Effective Communication I

A communication barrier is any distortion or interruption during a conversation, resulting in miscommunication of the message. A good communicator should know these barriers and continuously check for the listener's understanding by obtaining feedback.
Communication barriers include the following:
Physiological barriers: They are limitations caused by a person's health condition or disability, such as hearing loss, poor eyesight, illness, or unconsciousness. An example to overcome this barrier...

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Related Experiment Video

Updated: Jun 16, 2026

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Beyond Conventional Messaging: Critical Communication Strategies to Boost Vaccine Intentions.

Mi Zhou1, A Susana Ramírez2, Hannah Thompson3

  • 1Department of Nutrition, Food Science, and Packaging, San Jose State University, San Jose, California, USA.

Journal of Health Communication
|June 15, 2026
PubMed
Summary

Culturally tailored communication strategies significantly boosted COVID-19 vaccine confidence and engagement among young adults of color. Critical communication approaches showed particular promise for Latinx individuals, enhancing self-efficacy and message credibility.

Keywords:
Covid-19 vaccination hesitationCritical communicationcultral communicationculturally grounded interventionshealth disparitiesyoung adults of color

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Area of Science:

  • Public Health Communication
  • Health Disparities Research
  • Social and Behavioral Sciences

Background:

  • Racial and ethnic disparities in COVID-19 vaccination uptake persist due to systemic barriers and mistrust.
  • Young adults of color face unique challenges in accessing and accepting vaccines.
  • Effective communication strategies are crucial to address these disparities.

Purpose of the Study:

  • To compare the effectiveness of traditional public health messaging versus critical communication strategies in promoting COVID-19 vaccination among young adults of color.
  • To assess the impact of these strategies on vaccine-related attitudes, norms, intentions, self-efficacy, message credibility, and emotional engagement.
  • To examine differential effects across racial and ethnic groups.

Main Methods:

  • An online randomized experimental study involving 2,409 participants aged 18-35 years from diverse racial/ethnic backgrounds.
  • Participants were randomized to view either a fact-based, expert-led campaign or a culturally grounded, empowerment-focused campaign via social media.
  • Outcomes measured included vaccine attitudes, subjective norms, behavioral intentions, self-efficacy, message credibility, and emotional engagement.

Main Results:

  • Both campaigns improved vaccine attitudes, subjective norms, and behavioral intentions.
  • The critical communication campaign led to greater gains in self-efficacy, perceived message credibility, and emotional engagement.
  • Stratified analyses revealed stronger effects for critical communication among Latinx participants, comparable effects for African Americans, and slightly stronger traditional campaign effects for other groups.

Conclusions:

  • Culturally engaged, community-centered communication strategies can enhance vaccine promotion beyond traditional information-based approaches, particularly for minority populations.
  • Critical communication strategies show potential for improving vaccine uptake among specific demographic groups, including Latinx young adults.
  • Future research should explore the long-term behavioral impacts and scalability of these communication approaches in diverse public health settings.