Highlighting Heroes and Ignoring Villains: Visual Framing of Polio and Polio Vaccine in Newspapers

Abstract

ABSTRACT Polio vaccine hesitancy remains high in Pakistan due to various socio-political, religious, and economic factors. To address this, the government of Pakistan and its international partners such as UNICEF have devised a multipronged communication strategy to counter resistance to polio vaccine in hard-to-reach areas of the country. In this strategy, mainstream news media has been identified as a key stakeholder, as they have the potential to reach a wide range of population and disseminate easy to understand messages including both visuals and text. However, less scholarly attention has been paid to how mainstream news media in Pakistan frame polio and polio vaccine in their visuals. This study aims to fill this gap. Using visual framing as a theoretical framework, we analyzed 115 images from three selected newspapers published from 2010 to 2022. Our results suggest that the newspapers depicted hard-to-reach areas in Khyber Pakhtunkhwa (KP) province which were more affected by polio and highlighted the criminality and securitization of polio vaccine in the country. In addition, female polio healthcare workers, who are instrumental in eradicating the disease, have been given marginal coverage, reflecting the importance of gender sensitivity in the region. Overall, this study contributes to the fields of visual communication, health communication, and international communication, particularly related to the Global South.