Media researchers must understand the audience too.

Abstract

The impact of the media is undeniable. Its capacity to influence confidence in vaccination is no exception. There are stark examples where mass media amplification of unsubstantiated claims about vaccines has led to a downturn in vaccination coverage. The mass media played a crucial role in response to Italy’s temporary suspension of an influenza vaccine, the United Kingdom’s measles-mumps-rubella (MMR) scare, Nigeria’s polio vaccine boycott, the United States’ thimerosal concerns and Japan’s suspending of proactive human papillomavirus (HPV) vaccine recommendations for female adolescents. Now, social media gives an unprecedented capacity to spread misinformation about vaccines. A single rumor can spread rapidly before it can be refuted, leaving clinicians and health officials struggling to know where or when to respond. Viewed through this bleak lens, it would be easy to assume that vaccination rates are declining in many countries caused by this increased exposure to misinformation, which in turn causes a parent not to vaccinate. But the evidence does not bear out this simple linear relationship. There are instances where countries emerge unscathed from a mass-mediated safety scare. In Australia, e.g. the introduction of the HPV vaccine program in adolescent females saw widespread publicity surrounding adverse events …