Abstract
Background: Utilizing a constructionist frame analysis to identify key messages, this study investigates the impact of Health Canada news releases on print media coverage during the rollout of the COVID-19 vaccine. Analysis: The analysis focuses on seven frames related to the vaccination rollout: safety and efficacy, global accessibility, domestic accessibility, distribution logistics, distribution timeline, continued preventative measures, and vaccine mistrust. Conclusions and implications: The authors found missed opportunities for public health behaviour frames in Health Canada press releases, significant differences in the framing of the vaccine in press releases versus news reports, and the lack of an agenda-setting effect based on the proportion of frames carried over.
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