(S)pin the flu vaccine: Recipes for concern

Jeanine P D Guidry; Ioana A Coman; Emily K Vraga; Nicole H O'Donnell; Nihar Sreepada

doi:10.1016/j.vaccine.2020.06.012

(S)pin the flu vaccine: Recipes for concern

Vaccine. 2020 Jul 22;38(34):5498-5506. doi: 10.1016/j.vaccine.2020.06.012. Epub 2020 Jun 24.

Authors

Jeanine P D Guidry¹, Ioana A Coman², Emily K Vraga³, Nicole H O'Donnell⁴, Nihar Sreepada²

Affiliations

¹ Virginia Commonwealth University, Robertson School of Media and Culture, 901 W. Main St., Rm 2216, Richmond, VA 23284, USA. Electronic address: guidryjd@vcu.edu.
² Texas Tech University, College of Media and Communication, 3003 15th St, Lubbock, TX 79409, USA.
³ University of Minnesota, Hubbard School of Journalism and Mass Communication, 338 Murphy Hallm, 206 Church St. SE, Minneapolis, MN 55455, USA.
⁴ Virginia Commonwealth University, Robertson School of Media and Culture, 901 W. Main St., Rm 2216, Richmond, VA 23284, USA.

PMID: 32593606
DOI: 10.1016/j.vaccine.2020.06.012

Abstract

Influenza epidemics happen yearly, and the World Health Organization estimates that the virus is connected to between 290,000 and 650,000 annual deaths. The most effective way to prevent seasonal influenza is vaccination. The prevalence of vaccine misinformation on social media is increasing, but the visual platform Pinterest is understudied in this area. The current study is the first to explore the content and nature of influenza information that is shared on Pinterest. Using a quantitative content analysis, Pinterest messages were theoretically analyzed for Health Belief Model variables as well as for message source, engagement, and position on vaccination. Findings showed concerning trends but also promising opportunities for health organizations and professionals.

Keywords: Content analysis; Flu vaccine; Health Belief Model; Influenza; Pinterest.

MeSH terms

Communication
Humans
Influenza Vaccines*
Influenza, Human* / prevention & control
Social Media*
Vaccination

Substances

Influenza Vaccines