Cited by 1,094Misinformation and Its ImpactsVaccine Coverage and HesitancyHealth Literacy and Information Accessibility

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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

Kata, Anna·2012·Vaccine

DOI 10.1016/j.vaccine.2011.11.112

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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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Psychological profiles of anti-vaccination argument endorsement
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“By rejecting robust vaccine science and validating personal experience as an “equally valid” form of medical understanding, antivaccine skeptics have created a dangerous mass of fearful and misinformed, yet confident, patients (Kata, 2012, p. 3779).”
BackgroundInfluential
Mapping the Dutch vaccination debate on Twitter: Identifying communities, narratives, and interactions
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“The rapid growth of social media as an information channel has made it possible to quickly spread inaccurate or false information and create a platform for antivaccine campaigns to promulgate vaccine-related misinformation [9].”
How do you solve a problem like misinformation?
Calo, R., Coward, C., Spiro, E. S., Starbird, K., & West, J. D. (2021) · Science Advances · doi:10.1126/sciadv.abn0481 · Cited by 36
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Health Information Sources, Perceived Vaccination Benefits, and Maintenance of Childhood Vaccination Schedules
Hwang, J., & Shah, D. V. (2018) · Health Communication · doi:10.1080/10410236.2018.1481707 · Cited by 35
“The negative association between evaluations of social media and vaccination perceptions supports the view that social media feature a prevalence of concerns, fears, and misinformation about vaccines (Kata, 2012; Witteman & Zikmund-Fisher, 2012).”
BackgroundInfluential
Natural Stings: Selling Distrust About Vaccines on Brazilian YouTube
Machado, D. F. T., de Siqueira, A. F., & Gitahy, L. (2020) · Frontiers in Communication · doi:10.3389/fcomm.2020.577941 · Cited by 41
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Sustaining Vaccine Confidence in the 21st Century
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“Despite numerous studies that failed to show a link between the MMR vaccine and autism, media coverage of the allegations was vast, and a significant decrease in vaccination trust and vaccine coverage occurred and still remains in various countries [31,32].”
BackgroundResult
Motivational and contextual determinants of HPV-vaccination uptake: A longitudinal study among mothers of girls invited for the HPV-vaccination
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“Nowadays, many counterarguments can be found on the internet and online social media, posted by, for instance, worried parents, anti-vaccination groups, and the alternative medical community (Kata, 2012).”
Contextualizing educational differences in "vaccination uptake": A thirty nation survey.
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“For example, the anti-vaccination movement probably could not have become widespread without the easy spread of distorted information online (Kata, 2012).”
Background
Üniversite Çalışanlarında Siberkondria Düzeyleri ve İlişkili Faktörlerin İncelenmesi
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“An analysis of YouTube immunization videos found that 32% opposed vaccination, and that these had higher ratings and more views than pro-vaccine videos [28].”
Background
Access to Vaccination Information and Confidence/Hesitancy towards Childhood Vaccination: A Cross-Sectional Survey in China
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“It is worth mentioning that hesitation in getting a vaccine lead to a massive outbreak of disease previously,(14) since vaccine always remains a dilemma among a large group of people.(15) Vaccine hesitancy has been identified as one of the top ten threats for global health(16) and vaccine hesitancy is considered as a…”
Background
Parents’ Attitudes toward Childhood Vaccines and COVID-19 Vaccines in a Turkish Pediatric Outpatient Population
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“The Internet and social media are very active in spreading information that questions the safety and efficacy of vaccines, and it is difficult to change the negative attitudes of people exposed to false information about vaccines [4,5].”
Background
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Gottlieb, S. D. (2015) · BioSocieties · doi:10.1057/biosoc.2015.30 · Cited by 33
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“There is certainly evidence that vaccine-hesitant parents utilise online information more so than those parents who have had their children vaccinated (Kata, 2012).”
Background
The effectiveness of refutation text in confronting scientific misconceptions: A meta-analysis
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“…a smart phone and internet connection who is searching for cutting-edge research on climate change must now contend with an information landscape that can be inaccurate at best (Allcott et al., 2019; Kata, 2012; Kortum et al., 2008; Scheufele & Krause, 2019) and malicious at worst (Fisher, 2022).”
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Gesser‐Edelsburg, A., Shir-Raz, Y., Walter, N., Mordini, E., Dimitriou, D., James, J. J., & Green, M. S. (2015) · Disaster Medicine and Public Health Preparedness · doi:10.1017/dmp.2015.31 · Cited by 32
Immunotherapy for Infectious Diseases: Past, Present, and Future
Manohar, A., Ahuja, J., & Crane, J. K. (2015) · Immunological Investigations · doi:10.3109/08820139.2015.1093914 · Cited by 35
“Immunization against infectious diseases is one of the most cost-effective health measures ever invented (Kata, 2010, 2012), with far more benefit to the individual and to society than most of the other health care interventions we offer patients, such as care for diabetes or heart disease or…”
Background
‘Should I vaccinate my child?’ comparing the displayed stances of vaccine information retrieved from Google, Facebook and YouTube
Elkin, L. E., Pullon, S. R. H., & Stubbe, M. H. (2020) · Vaccine · doi:10.1016/j.vaccine.2020.02.041 · Cited by 34
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“…B is bad. or A is natural, B is unnatural (or not natural); therefore, A is better than B. NH is seldom empirically tested, instead more frequently invoked as explanation for attitudes related to sex roles, 18 reproductive rights, 19 antivaccination activism, 20 and genetically modiﬁed animals.”
Vaccine discourse in white nationalist online communication: A mixed-methods computational approach
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The Influence of Media Trust and Normative Role Expectations on the Credibility of Fact Checkers
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“Nevertheless, are epistemic authorities such as epidemiologists or jour-nalists as trust-intermediaries (Neuberger et al. 2019, 177) essential for topics such as Covid-19 or vaccination that exceed individual capacity (see e.g., Kata 2012; Navin 2013).”
Background

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)
DOI: 10.1016/j.vaccine.2011.11.112
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
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
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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Anti-vaccine activists, Web 2.0, and the postmodern paradigm - An overview of tactics and tropes used online by the anti-vaccination movement

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