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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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Hasell, A., & Chinn, S. (2023) · Social Media + Society · doi:10.1177/20563051231211945 · Cited by 26
“…but much of it is laden with messages that encourage skepticism of doctors, scientists, and government, all while advocating trust in one’s own instincts over the advice of credentialed experts on a range of topics from health to public policy (Ballantyne et al., 2022; Carrion, 2018; Kata, 2012).”
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“…agreement on the goal of increasing vaccine compliance, relatively little is known about how to most effectively promote vaccines to hesitant parents (Sadaf et al. 2013), who are often confused by unscientific information they encounter from anti-vaccine activists (Kata 2012; Ruiz and Bell 2014).”
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“The sentiments of those who oppose vaccinations (i.e., anti-vaxxers) have become loudly expressed in the digital sphere, largely due to the affordances of the internet and social media (Kata, 2012).”
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An Updated Account on Parents’ Use of and Attitudes Towards Time-Out
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HPV Prophylactic Vaccines: Lessons Learned from 10 Years Experience
Brotherton, J. M. L. (2015) · Future Virology · doi:10.2217/fvl.15.60 · Cited by 14
Tuells, J., Martínez-Martínez, P. J., Torrijos, J. L. D., Caballero, P., Fraga-Freijeiro, P., & Navarro‐López, V. (2015) · Revista Española de Salud Pública · doi:10.4321/s1135-57272015000100012 · Cited by 14
The Role of Patience in Arguments About Vaccine Science
Coleman, M. C. (2017) · Western Journal of Communication · doi:10.1080/10570314.2017.1294708 · Cited by 14
“… of patient empowerment and shared decision-making, where individuals play a more involved role in their healthcare” (Kata, 2012, p. 3784).”
BackgroundGeneration and influence of eccentric ideas on social networks
Pandey, S., Cao, Y., Dong, Y., Kim, M.-J., MacLaren, N. G., Dionne, S. D., Yammarino, F. J., & Sayama, H. (2023) · Scientific Reports · doi:10.1038/s41598-023-47823-0 · Cited by 13
COVID-19 and influenza vaccine-hesitancy subgroups
Mäki, K. O., Karlsson, L. C., Kaakinen, J. K., Schmid, P., Lewandowsky, S., Antfolk, J., & Soveri, A. (2024) · PLoS ONE · doi:10.1371/journal.pone.0308159 · Cited by 15
Persuasion or Co-creation? Social Identity Threat and the Mechanisms of Deliberative Transformation
Wright, G. W. (2022) · Journal of Deliberative Democracy · doi:10.16997/jdd.977 · Cited by 13
“Indeed, VHR parents often reject the label of ‘anti-vaccine,’ preferring to identify as ‘pro-safe vaccine’ (Kata, 2012).”
BackgroundValidation of a Scale to Measure Parental Psychological Empowerment in the Vaccination Decision
Fadda, M., Elisa, G., Luisa, R., Marino, F., Sabrina, S., Alessandro, Z., & Schulz, P. J. (2017) · Journal of Public Health Research · doi:10.4081/jphr.2017.955 · Cited by 14
Brunson, E. K., Chandler, H., Grönvall, G. K., Ravi, S., Sell, T. K., Shearer, M. P., & Schoch‐Spana, M. (2020) · Journal of International Crisis and Risk Communication Research · doi:10.30658/jicrcr.3.1.4 · Cited by 13
“…reporting and images, are more swayed by personal narratives about vaccination’s adverse effects than the science, and tend to judge disparate ideas about vaccines as equally valid, regardless of expertise (Guidry et al., 2015; Kata, 2012; Poland et al., 2009; Witteman & Zikmund-Fisher, 2012).”
BackgroundVaccination Attitude and Communication in Early Settings: An Exploratory Study
Mereu, N. M., Mereu, A., Murgia, A., Liori, A., Piga, M., Argiolas, F., Salis, G., Santus, S., Porcu, C., Contu, P., et al. (2020) · Vaccines · doi:10.3390/vaccines8040701 · Cited by 13
Should I get that jab? Exploring influence to encourage vaccination via online social media
Langley, D., Wijn, R., Epskamp, S., & van Bork, R. (2015) · UvA-DARE (University of Amsterdam) · Cited by 13
Insights from Public Health: A Framework for Understanding and Fostering Vaccine Acceptance
Nowak, G. J., LaVail, K., Kennedy, A., & Sheedy, K. (2013) · Springer eBooks · doi:10.1007/978-1-4614-7438-8_25 · Cited by 13
Understanding the rise of vaccine refusal: perceptions, fears, and influences
Uğrak, U., Aksungur, A., Akyüz, S., Şen, H., & SEYHAN, F. (2025) · BMC Public Health · doi:10.1186/s12889-025-23754-5 · Cited by 12
“Similarly, several studies have demonstrated that individuals rely on the Internet as a primary source of information when making vaccination decisions [15–17].”
Effects of Competing Statistical and Testimonial Evidence in Debates About Science
Chinn, S., & Weeks, B. E. (2020) · Environmental Communication · doi:10.1080/17524032.2020.1837900 · Cited by 12
“…preferences (Wynne, 1992), the internet has also empowered formerly marginalized actors to increase public circulation of empirically false claims (e.g. Holocaust denial, vaccine-autism link) through usergenerated content such as blogging and social media (Kata, 2012; Ross & Rivers, 2019).”
BackgroundDubé, È., MacDonald, S. E., Manca, T., Bettinger, J. A., Driedger, S. M., Graham, J., Greyson, D. L., MacDonald, N. E., Meyer, S. B., Roch, G., et al. (2022) · JMIR Research Protocols · doi:10.2196/41012 · Cited by 12
“Prior to the pandemic, web-based misinformation and disinformation were identified as key issues that negatively impact vaccine acceptance [1,2].”
Bosle, C., Orth, B., Reibling, N., Merkel, C., Muschalik, C., & von Rüden, U. (2022) · Bundesgesundheitsblatt - Gesundheitsforschung - Gesundheitsschutz · doi:10.1007/s00103-022-03617-9 · Cited by 12
Archetypal Populism: The “Intellectual Dark Web” and the “Peterson Paradox”
Kelsey, D. (2020) · Springer eBooks · doi:10.1007/978-3-030-55038-7_7 · Cited by 12
Buts, J., Baker, M., Luz, S. F., & Engebretsen, E. (2021) · Medicine Health Care and Philosophy · doi:10.1007/s11019-021-10027-2 · Cited by 12
“They “combine manifold experiences and expectations in such a way that they become indispensable to any formulation of the most urgent issues of a given time”, and “are always both controversial and contested” (Koselleck 1996, p. 64).”
BackgroundSu, L., Du, J., & Du, Z. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2021.783374 · Cited by 12
“Therefore, some anti-vaccination conspiratorial information or other misinformation is prevalent in websites (Blume, 2006; Kata, 2012), especially on social media (Guidry et al., 2015; Featherstone et al., 2019).”
BackgroundSalimović-Bešić, I., Seremet, M., Hübschen, J. M., Hukić, M., Tihić, N., Ahmetagić, S., Delibegović, Z., Pilav, A., Mulaomerović, M., Ravlija, J., et al. (2016) · Clinical Microbiology and Infection · doi:10.1016/j.cmi.2016.02.005 · Cited by 12
The Quality of Online Health-Related Information – an Emergent Consumer Health Issue
Nădășan, V. (2016) · Acta Marisiensis. Seria Medica · doi:10.1515/amma-2016-0048 · Cited by 13
Bean, S. J., & Catania, J. A. (2018) · SAGE Open Medicine · doi:10.1177/2050312118807625 · Cited by 13
‘Operator, please’ — Connecting truth and power at the science-policy interface
Fähnrich, B., & Ruser, A. (2019) · Journal of Science Communication · doi:10.22323/2.18030501 · Cited by 12
“Accordingly, as, for example, the recent anti-vaccination movements demonstrate [Kata, 2012], the question of what counts as scientific evidence — and furthermore, how important science knowledge is compared to other forms of knowledge and expertise — has to be answered against the background of specific socio-histori…”
BackgroundVINCENT: A visual analytics system for investigating the online vaccine debate
Ninkov, A., & Sedig, K. (2019) · Online Journal of Public Health Informatics · doi:10.5210/ojphi.v11i2.10114 · Cited by 14
“[11] states, “The connective power of the Internet brings together those previously considered on the fringe.”
BackgroundResisting Moral Permissiveness about Vaccine Refusal
Navin, M. C. (2013) · PhilPapers (PhilPapers Foundation) · Cited by 12
Lavazza, A., & Farina, M. (2022) · New Zealand Science Review · doi:10.26686/nzsr.v76i3.7816 · Cited by 16
COVID-19 vaccine hesitancy in Africa: A scoping reviewPreprint
Ackah, B., Woo, M., Ukah, U. V., Fazal, Z. A., Stallwood, L., Okpani, A. I., & Adu, P. (2021) · Research Square · doi:10.21203/rs.3.rs-759005/v1 · Cited by 12
Enhanced ability of information gathering may intensify disagreement among groups
Sayama, H. (2020) · Physical review. E · doi:10.1103/physreve.102.012303 · Cited by 12
Caring for the Vaccine-Hesitant Family: Evidence-Based Alternatives to Dismissal
Williams, J. T. B., O’Leary, S. T., & Nussbaum, A. M. (2020) · The Journal of Pediatrics · doi:10.1016/j.jpeds.2020.05.029 · Cited by 11
An Analysis of French-Language Tweets About COVID-19 Vaccines: Supervised Learning Approach
Sauvayre, R., Vernier, J., & Chauvière, C. (2022) · JMIR Medical Informatics · doi:10.2196/37831 · Cited by 11
Witchel, H. J., Thompson, G. A., Jones, C. I., Westling, C. E. I., Romero, J., Nicotra, A., Maag, B., & Critchley, H. (2020) · Journal of Medical Internet Research · doi:10.2196/15171 · Cited by 10
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
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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What counts as a claim ›How we measure confidence ›How we check this ›
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