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Anti-vaccine activists, Web 2.0, and the postmodern paradigm - An overview of tactics and tropes used online by the anti-vaccination movement
Abstract
Websites opposing vaccination are prevalent on the Internet. Web 2.0, defined by interaction and user-generated content, has become ubiquitous. Furthermore, a new postmodern paradigm of healthcare has emerged, where power has shifted from doctors to patients, the legitimacy of science is questioned, and expertise is redefined. Together this has created an environment where anti-vaccine activists are able to effectively spread their messages. Evidence shows that individuals turn to the Internet for vaccination advice, and suggests such sources can impact vaccination decisions - therefore it is likely that anti-vaccine websites can influence whether people vaccinate themselves or their children. This overview examines the types of rhetoric individuals may encounter online in order to better understand why the anti-vaccination movement can be convincing, despite lacking scientific support for their claims. Tactics and tropes commonly used to argue against vaccination are described. This includes actions such as skewing science, shifting hypotheses, censoring dissent, and attacking critics; also discussed are frequently made claims such as not being "anti-vaccine" but "pro-safe vaccines", that vaccines are toxic or unnatural, and more. Recognizing disingenuous claims made by the anti-vaccination movement is essential in order to critically evaluate the information and misinformation encountered online.
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“Parents who go to the Internet will find that some of the top “hits” for vaccine-related search terms are websites that propagate anti-vaccine conspiracy theories [14], [15].”
From The Effects of Anti-Vaccine Conspiracy Theories on Vaccination Intentions (2014) · cites this paper as [14]
In the citing paper
“Such attempts at intervention may therefore fail on people who are sympathetic to a variety of conspiracy claims [14], [15].”
From The Effects of Anti-Vaccine Conspiracy Theories on Vaccination Intentions (2014) · cites this paper as [14]
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“…or online—are often self-reinforcing as members share information to facilitate action (Coleman, 1988), like encouraging others to question vaccine safety and necessity (Kata, 2012; Sobo et al., 2016) or challenge legal or social requirements to vaccinate (Reich, 2018; Tangherlini et al., 2016).”
BackgroundInfluentialGrant, L., Hausman, B. L., Cashion, M., Lucchesi, N., Patel, K., & Roberts, J. (2015) · Journal of Medical Internet Research · doi:10.2196/jmir.4153 · Cited by 126
Peter, C., & Koch, T. (2016) · Science Communication · doi:10.1177/1075547015613523 · Cited by 124
Utilizing health information technology to improve vaccine communication and coverage
Stockwell, M. S., & Fiks, A. G. (2013) · Human Vaccines & Immunotherapeutics · doi:10.4161/hv.25031 · Cited by 125
“123 Health care providers need to be attuned to the content of vaccine-related websites since patients and families may view these sites and have questions, 121-124 especially given the common lack of verification of posted information.”
BackgroundScience by social media: Attitudes towards climate change are mediated by perceived social consensus
Lewandowsky, S., Cook, J., Fay, N., & Gignac, G. E. (2019) · Memory & Cognition · doi:10.3758/s13421-019-00948-y · Cited by 134
“Those sites that permit generation of user content are collectively also known as Web 2.0 (Kata, 2012).”
BackgroundInfluentialMedical disinformation and the unviable nature of COVID-19 conspiracy theories
Grimes, D. R. (2021) · PLoS ONE · doi:10.1371/journal.pone.0245900 · Cited by 135
Jones-Jang, S. M., McKeever, B. W., Mckeever, R. J., & Kim, J. K. (2017) · Health Communication · doi:10.1080/10410236.2017.1384433 · Cited by 125
“Research has also found that vaccination-hesitant parents tend to rely on online information more so than parents who have their children vaccinated (Kata, 2012).”
BackgroundDomnich, A., Cambiaggi, M., Vasco, A., Maraniello, L., Ansaldi, F., Baldo, V., Bonanni, P., Calabrò, G. E., Costantino, C., de Waure, C., et al. (2020) · Vaccines · doi:10.3390/vaccines8040711 · Cited by 123
Dasilva, J. P., Ayerdi, K. M., & Galdospín, T. M. (2020) · El Profesional de la Informacion · doi:10.3145/epi.2020.may.08 · Cited by 157
“Sin embargo, a pesar de las importantes posibilidades para la difusión de información objetiva, los medios sociales se utilizan frecuentemente para difundir información errónea, expandir falsas informaciones o datos sin verificar sobre contenidos de salud (Kata, 2012).”
BackgroundDredze, M., Broniatowski, D. A., Smith, M. C., & Hilyard, K. M. (2015) · American Journal of Preventive Medicine · doi:10.1016/j.amepre.2015.10.002 · Cited by 130
Correcting misinformation by health organizations during measles outbreaks: A controlled experiment
Gesser‐Edelsburg, A., Diamant, A., Hijazi, R., & Mesch, G. S. (2018) · PLoS ONE · doi:10.1371/journal.pone.0209505 · Cited by 120
Accepters, fence sitters, or rejecters: Moral profiles of vaccination attitudes
Rossen, I., Hurlstone, M. J., Dunlop, P. D., & Lawrence, C. M. (2019) · Social Science & Medicine · doi:10.1016/j.socscimed.2019.01.038 · Cited by 129
Ma, T. (., & Atkin, D. J. (2016) · Telematics and Informatics · doi:10.1016/j.tele.2016.09.009 · Cited by 117
“It appears that unreliable health information (e.g., anti-vaccine or crash diet information) can be presented (Kata, 2012) and shared (Villiard and Moreno, 2012) by end-users.”
BackgroundExploring the antecedents and consequences of epistemic emotions
Chevrier, M., Muis, K. R., Trevors, G., Pekrun, R. H., & Sinatra, G. M. (2019) · Learning and Instruction · doi:10.1016/j.learninstruc.2019.05.006 · Cited by 128
Geographic and demographic correlates of autism-related anti-vaccine beliefs on Twitter, 2009-15
Tomeny, T. S., Vargo, C. J., & El‐Toukhy, S. (2017) · Social Science & Medicine · doi:10.1016/j.socscimed.2017.08.041 · Cited by 115
“…2004; “Joint statement of the American Academy of Pediatrics (AAP) and the United States Public Health Service (USPHS),” 1999; Stratton et al., 2012; Taylor et al., 2014), this belief remains (Bazzano et al., 2012; Fischbach et al., 2016) and is promulgated on online forums (Kata, 2012).”
BackgroundInfluentialWard, P. (2017) · Frontiers in Public Health · doi:10.3389/fpubh.2017.00022 · Cited by 112
A Call for a Public Health Agenda for Social Media Research
Pagoto, S., Waring, M. E., & Xu, R. (2019) · Journal of Medical Internet Research · doi:10.2196/16661 · Cited by 118
“Social media is a burgeoning area of study in the field of public health; however, much research covered in the popular media has focused on its harms [6-9].”
Chen, L., Zhang, Y., Young, R., Wu, X., & Zhu, G. (2020) · Health Communication · doi:10.1080/10410236.2020.1751384 · Cited by 125
“The internet is a major source of vaccine-related misinformation, including conspiracy theories (Kata, 2010, 2012; Lewandowsky et al., 2012; Ward et al., 2016).”
BackgroundVaccine hesitancy: More than a movement
Callender, D. M. (2016) · Human Vaccines & Immunotherapeutics · doi:10.1080/21645515.2016.1178434 · Cited by 110
“The data now shows that 16% of people look for vaccine information online and 70% use what they found to guide their medical care.(23) Optionally forces are successful because vaccine-hesitancy website have a common internal operating picture.”
BackgroundOn the Viability of Conspiratorial Beliefs
Grimes, D. R. (2016) · PLoS ONE · doi:10.1371/journal.pone.0147905 · Cited by 106
Sonawane, K., Lin, Y.-Y., Damgacioglu, H., Zhu, Y., Fernández, M. E., Montealegre, J. R., Cazaban, C. G., Li, R., Lairson, D. R., Lin, Y. C., et al. (2021) · JAMA Network Open · doi:10.1001/jamanetworkopen.2021.24502 · Cited by 107
Beliefs towards vaccination and trust in the scientific community in Italy
Cadeddu, C., Daugbjerg, S. B., Ricciardi, W., & Rosano, A. (2020) · Vaccine · doi:10.1016/j.vaccine.2020.07.076 · Cited by 101
Public Perceptions of the Ethics of In-vitro Meat: Determining an Appropriate Course of Action
Laestadius, L. I. (2015) · Journal of Agricultural and Environmental Ethics · doi:10.1007/s10806-015-9573-8 · Cited by 116
Vaccine Hesitancy and Online Information: The Influence of Digital Networks
Getman, R., Helmi, M. F., Roberts, H., Yansane, A., Cutler, D., & Seymour, B. A. (2017) · Health Education & Behavior · doi:10.1177/1090198117739673 · Cited by 102
“And, in fact, several researchers attribute the growth of the vaccine-hesitant community to the breakdown of this hierarchical mode of authority online (Kata, 2012; Witteman & Zikmund-Fisher, 2012).”
BackgroundMistrust of the medical profession and higher disgust sensitivity predict parental vaccine hesitancy
Reuben, R. B., Aitken, D., Freedman, J. L., & Einstein, G. (2020) · PLoS ONE · doi:10.1371/journal.pone.0237755 · Cited by 98
Exploring the relations between epistemic beliefs, emotions, and learning from texts
Trevors, G., Muis, K. R., Pekrun, R. H., Sinatra, G. M., & Muijselaar, M. M. L. (2016) · Contemporary Educational Psychology · doi:10.1016/j.cedpsych.2016.10.001 · Cited by 99
What arguments on vaccinations run through YouTube videos in Italy? A content analysis
Covolo, L., Ceretti, E., Passeri, C., Boletti, M., & Gelatti, U. (2017) · Human Vaccines & Immunotherapeutics · doi:10.1080/21645515.2017.1306159 · Cited by 89
Delany‐Moretlwe, S., Kelley, K., James, S., Scorgie, F., Subedar, H., Dlamini, N., Pillay, Y., Naidoo, N., Chikandiwa, A. T., & Rees, H. (2018) · Global Health Science and Practice · doi:10.9745/ghsp-d-18-00090 · Cited by 89
“Furthermore, the user-generated content—a key feature of social media—encourages lay persons to engage with medical knowledge, selecting or rejecting information based on their personal “truths” or those of other online users.(45) This type of content can effectively mobilize those who already have low levels of trust…”
Background“Down the Rabbit Hole” of Vaccine Misinformation on YouTube: Network Exposure Study
Tang, L., Fujimoto, K., Amith, M. “., Cunningham, R. M., Costantini, R. A., York, F. N., Xiong, G. Y., Boom, J. A., & Tao, C. (2020) · Journal of Medical Internet Research · doi:10.2196/23262 · Cited by 89
“This contradicts prior research that reported that antivaccine videos appear in the top search hits [23].”
Metadata
- Authors
- Kata, A.
- Affiliations
- McMaster University (CA)
- Corresponding author
- Kata, Anna
- ORCID
- Kata, Anna
- Venue
- Vaccine
- Publisher
- Elsevier BV
- Published
- 2012-05
- Volume
- 30
- Issue
- 25
- Pages
- 3778-3789
- ISSN
- 0264-410X (ISSN-L)
- OpenAlex
- W2062321610
- Cited by
- 1,094
- References
- 83
- Citations by year
- 2026: 36 · 2025: 65 · 2024: 77 · 2023: 111 · 2022: 124 · 2021: 151 · 2020: 158 · 2019: 81 · 2018: 73 · 2017: 58 · 2016: 60 · 2015: 47 · 2014: 20 · 2013: 24 · 2012: 9
- FWCI
- 56.58
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Vaccine (publishedVersion)
- PubMed (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
- Social Sciences › Health › Vaccine Coverage and Hesitancy
- Health Sciences › Health Professions › General Health Professions › Health Literacy and Information Accessibility
- Keywords
- anti-vaccine movement, anti-vaccine activism, Web 2.0, misinformation, vaccine hesitancy, user-generated content, science communication, online health information
- MeSH terms
- Communication, Decision Making, Humans, Health Knowledge, Attitudes, Practice, Patient Acceptance of Health Care, Vaccination, Vaccines, Health Communication, Social Media
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