Spreading the Antidote – The Framing of COVID-19 Vaccination Campaigns in the Brazilian Social Media Sphere

2019冠状病毒病全球大流行导致网上传播错误信息，也被称为“2019冠状病毒病信息传播”。在这种情况下，特别是社交媒体已经成为放大不可信来源，错误信息，谣言或阴谋论信息的首选渠道。这使得卫生组织的社会动员和提高认识运动复杂化，以提高公众对COVID-19疫苗接种的敏感性。因此，需要进行跨学科研究，以更好地了解集体行动框架在社交媒体流行病应对中的成功（或失败）。该联合项目将定性框架分析与社交媒体分析（SMA）技术相结合，以调查社交媒体上关于巴西COVID-19疫苗接种的集体行动框架。该分析旨在为卫生组织制定战略，以成功地通过社交媒体进行社会动员，并克服“信息流行病”的反运动。同时，通过采用SMA领域的数据采集和处理技术，改进框架分析方法。

The global COVID-19 pandemic gave rise to a parallel spreading of misinformation in onlinecommunication, also coined as the ‘COVID-19 Infodemic’. In this light, especially social mediahave become preferential outlets for amplifying information of untrusted sources, misinformation, rumors, or conspiracy theories. This complicates social mobilization and awareness campaigns by health organizations, e.g., for sensitizing the public for COVID-19 vaccination. Therefore, interdisciplinary research is needed to better understand how collective action frames succeed (or fail) in social media pandemic response. This joint project combines qualitative frame analyses with social media analytics (SMA) techniques to investigate collective action frames on social media about the COVID-19 vaccination in Brazil. The analysis aims at deriving strategies for health organizations to succeed at social mobilization via social media and at overcoming ‘infodemic’ counter-movements. At the same time, frame analysis methods are to be improved by deploying data collection and processing techniques from the field of SMA.