‘A mother’s intuition: it’s real and we have to believe in it’: how the maternal is used to promote vaccine refusal on Instagram
‘A mother’s intuition: it’s real and we have to believe in it’: how the maternal is used to promote vaccine refusal on Instagram
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“母亲的直觉：它是真实的，我们必须相信它”：如何利用母亲在 Instagram 上宣传拒绝接种疫苗
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
M. Walsh
中科院分区：
文献类型：
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作者：
S. Baker;M. Walsh
摘要在本文中，我们研究了COVID-19大流行期间社交媒体上反疫苗内容的激增。我们采用个案研究方法，分析13名反疫苗影响者于2020年1月至2021年7月的19个月期间在Instagram上推广拒绝接种疫苗的技巧。我们的研究结果表明，在反疫苗的内容中，通过呼吁三个相互关联的理想类型：保护性的母亲，直觉的母亲和溺爱的母亲，母亲被战略性地调用。这些对母亲的描绘被用来鼓励拒绝接种疫苗，将“好母亲”的霸权理想描绘成自然、全面和真实的母亲;将反接种疫苗描绘成母亲应该追求的女性理想。真实性在这里被定义为一种具体的专业知识，不受文化、政治和医疗机构的影响。我们的研究结果质疑流行媒体对郊区母亲作为反疫苗运动关键参与者的轻蔑描述，揭示了反疫苗影响者在社交媒体上战略性地针对母亲以获得可见性，关注和支持他们的事业的方式。
ABSTRACT In this article we examine the proliferation of anti-vaccine content on social media during the COVID-19 pandemic. We employ a case study approach to analyse the techniques used by 13 anti-vaccine influencers to promote vaccine refusal on Instagram for 19 months from January 2020 to July 2021. Our findings reveal that the maternal is strategically invoked in anti-vaccine content by appealing to three interrelated ideal types: the protective mother; the intuitive mother and the doting mother. These portrayals of the maternal are used to encourage vaccine refusal by presenting hegemonic ideals of the ‘good mother’ as one who is natural, holistic and authentic; depicting anti-vaccination as a feminine ideal to which mothers ought to aspire. Authenticity is framed here as a form of embodied expertise, uncorrupted by culture, politics and the medical establishment. Our findings question the pejorative portrayal of suburban mothers in popular media as critical actors in the anti-vaccine movement by revealing the ways anti-vaccine influencers strategically target mothers on social media to achieve visibility, attention and to support their cause.