Portrayals of Vaccination in Entertainment Television: A Content Analysis

Abstract

ABSTRACT Entertainment media have been found to influence viewers’ health perceptions and behaviors, yet little is currently known about how vaccination, an issue that has become controversial, is being portrayed in fictional television. The present study combined constructs from the health belief model and entertainment theory to conduct a quantitative content analysis of 51 television episodes released in 2000 or after. Results indicate that vaccination is portrayed in a variety of different program types including, but not limited to, medical dramas. The tone of vaccination portrayals was mostly positive across the episodes examined. Episodes with a positive vaccination tone tended to have more information than those presenting vaccination negatively, but overall there was little information provided. Pro-vaccination characters tended to be cast as the protagonists in a main starring role, whereas anti-vaccination characters played supporting characters, typically as parents making vaccination decisions for their children. The majority of episodes featured anti-vaccination arguments, such as those perpetuating the link between vaccines and autism.