How organisations promoting vaccination respond to misinformation on social media: a qualitative investigation
How organisations promoting vaccination respond to misinformation on social media: a qualitative investigation
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DOI：
10.1186/s12889-019-7659-3
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发表时间：
2019-10-22
影响因子：
4.5
通讯作者：
Leask, Julie
中科院分区：
文献类型：
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作者：
Steffens, Maryke S.;Dunn, Adam G.;Leask, Julie
背景疫苗接种错误信息与严重的公共卫生后果有关，例如疫苗接种率下降和疾病爆发的风险。尽管社交媒体为推广疫苗接种的组织提供了无与伦比的机会来宣传证据和抵消错误信息，但我们对他们的内部运作知之甚少。本文的目的是探讨在这些组织内工作的传播者在促进疫苗接种和应对社交媒体上的错误信息时的策略、观点和经验。方法采用定性方法，我们有目的地从澳大利亚积极在社交媒体上推广疫苗接种的组织中抽取了21名负责日常社交媒体活动和策略的参与者，这些组织包括政府卫生部门、当地卫生服务机构、倡导团体、专业协会和技术/科学组织。我们进行了半结构化的深入访谈，以探讨他们的观点和做法。以风险沟通原则为透镜，运用框架分析法对数据进行归纳和演绎分析。推广疫苗接种的组织在社交媒体上面临多重挑战，包括错误信息，反科学情绪，复杂的疫苗接种叙述和反疫苗活动家。他们制定了一系列复杂的应对策略，包括以循证方式开放沟通;创造安全空间以鼓励受众对话;促进社区伙伴关系;以及谨慎应对错误信息。我们建议传播者考虑直接反击错误信息，因为它可能会影响到沉默的受众，即那些观察但不公开评论，喜欢或分享帖子的人。反驳应该直截了当，简洁明了，避免强调错误信息。传播者应该考虑将科学证据与讲述受众信仰和价值观的故事相结合。最后，组织可以通过与具有相似价值观和目标的组织建立强有力的联系，加强疫苗宣传和自身在社交媒体上的可信度。
Background Vaccination misinformation is associated with serious public health consequences, such as a decrease in vaccination rates and a risk of disease outbreaks. Although social media offers organisations promoting vaccination unparalleled opportunities to promote evidence and counterbalance misinformation, we know relatively little about their internal workings. The aim of this paper is to explore the strategies, perspectives and experiences of communicators working within such organisations as they promote vaccination and respond to misinformation on social media. Methods Using qualitative methods, we purposively sampled 21 participants responsible for routine social media activity and strategy from Australian organisations actively promoting vaccination on social media, including government health departments, local health services, advocacy groups, professional associations and technical/scientific organisations. We conducted semi-structured, in-depth interviews to explore their perspectives and practices. Applying Risk Communication principles as a lens, we used Framework Analysis to explore the data both inductively and deductively. Results Organisations promoting vaccination face multiple challenges on social media, including misinformation, anti-science sentiment, a complex vaccination narrative and anti-vaccine activists. They developed a range of sophisticated strategies in response, including communicating with openness in an evidence-informed way; creating safe spaces to encourage audience dialogue; fostering community partnerships; and countering misinformation with care. Conclusions We recommend that communicators consider directly countering misinformation because of the potential influence on their silent audience, i.e. those observing but not openly commenting, liking or sharing posts. Refutations should be straightforward, succinct and avoid emphasizing misinformation. Communicators should consider pairing scientific evidence with stories that speak to audience beliefs and values. Finally, organisations could enhance vaccine promotion and their own credibility on social media by forming strong links with organisations sharing similar values and goals.