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Cited by 11Misinformation and Its ImpactsCommunication and COVID-19 ImpactVaccine Coverage and Hesitancy

Communication Is Not a Virus: COVID-19 Vaccine-Critical Activity on Facebook and Implications for the ‘Infodemic’ Concept

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Harper, Tauel, Tomkinson, Sian, Attwell, Katie·2022·Journal of Health Communication
DOI 10.1080/10810730.2022.2136307
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Abstract

In February 2020 the World Health Organization declared an ‘infodemic’ in relation to COVID-19. The label infers that people are being contaminated by ‘misinformation’ as they would be by a virus. However, this metaphor conveys a simplistic empirical understanding of communication, which may encourage ‘information control’ responses. This article argues for the importance of understanding the diverse factors that impact the effectiveness of communication – including the context in which it is received, and the emergent properties created through communication processes. Analyzing ‘vaccine-critical’ Facebook activity in Australia between 1 December 2020 and 28 February 2022, we find that controlling access to or censoring vaccine-critical misinformation does not lead to a reduction in vaccine-critical narratives. Rather, discussions continue based on more tenable political and social arguments. Further, bans antagonize vaccine-critical Facebook users and encourage them to move to other platforms where they may be radicalized. Crucially, recruitment to vaccine-critical sites accelerated following both bans of ‘misinformation’ and the introduction of vaccine mandates, suggesting that such responses can lead to increased discontentment. Accordingly, we call for researchers, policy makers and media platforms to engage with a more nuanced view of communication, acknowledging the powerful role of audiences’ uses and gratifications in determining the effectiveness of public health messaging.

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  • Consequences of undermined trust may be more nebulous, such as increased polarization and reduced social cohesion.

    “or they may be more nebulous, such as increased polarization and reduced social cohesion”

    From Ethical Principles in Legal Context: Vaccine Mandates During the COVID-19 Pandemic in Australia (2026) · cites this paper as Harper, Tomkinson, and Attwell 2022

    In Comparison with Prior Work (page unavailable), the paper says that restricting communication can reinforce distrust and radicalise vaccine-critical audiences. Its Introduction also describes vaccine-critical discourse becoming more antagonistic. These passages support a polarization-like consequence in this setting, but the paper does not establish reduced social cohesion. (LLM, conf=0.82)

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Research works printed but not linked: 1

  1. Stewart DW, Pavlou P, Ward S. Media influences on marketing communications. In: Bryant J, Zillman D, eds. Media Effects: Advances in Theory and Research. Lawrence Erlbaum Associates; 2002:353-396.

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Authors
Harper, T., Tomkinson, S., & Attwell, K.
Affiliations
  • Curtin University (AU)
  • The University of Western Australia (AU)
Corresponding author
Harper, Tauel
ORCID
Venue
Journal of Health Communication
Publisher
Informa UK Limited
Published
2022-08-03
Volume
27
Issue
8
Pages
563-573
ISSN
  • 1081-0730 (ISSN-L)
  • 1087-0415
DOI
10.1080/10810730.2022.2136307
OpenAlex
W4306404086
Cited by
11
References
33
Citations by year
2026: 1 · 2024: 8 · 2023: 2
FWCI
3.60
Type
journal article
Language
en
Open access
Licence
public-domain
Locations
  • Journal of Health Communication (publishedVersion)
  • PubMed (publishedVersion)
  • UWA Profiles and Research Repository (UWA) (acceptedVersion, public-domain)
Funders
  • Department of Health, Government of Western Australia (DOH2020-6075)
  • Wesfarmers Centre of Vaccines and Infectious Diseases (Catalyst Grant)
Topics
  • Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
  • Social Sciences › Communication › Communication and COVID-19 Impact
  • Social Sciences › Health › Vaccine Coverage and Hesitancy
Keywords
infodemic, COVID-19 vaccine misinformation, Facebook, mandatory vaccination, public health communication, vaccine hesitancy, radicalization
MeSH terms
COVID-19, COVID-19 Vaccines, Communication, Humans, Social Media

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