Dissecting the Root of Vaccine Misinformation on Pinterest: A Content Analysis of Vaccine-Related Pins by Influential Social Media Accounts
Dissecting the Root of Vaccine Misinformation on Pinterest: A Content Analysis of Vaccine-Related Pins by Influential Social Media Accounts
Abstract: Given the role the Internet plays in communicating anti-vaccine sentiments, coupled with limited research in this area, this study focused on the social media platform Pinterest, analyzing 1,119 vaccine-related pins posted by six anti-vaccine entities through a quantitative content analysis. Findings reveal that anti-vaccine organizations primarily posted about the flu, MMR, and HPV vaccines, with the anti-MMR and anti-flu vaccine posts eliciting significantly more online engagement. In addition, fear images are present in most pins, as are discussions about the adverse effects of vaccines. Health educators and public health organizations should be aware of these dynamics since these findings can be used to craft more effective vaccine uptake campaigns.
Related Research
-
The Unseen Internet: Conjuring the Occult in Digital DiscourseChess, S. (2026, Cambridge: The MIT Press).The Unseen Internet: Conjuring the Occult in Digital Discourse. https://mitpress.mit.edu/9780262553889/the-unseen-internet/ Overview: Our contemporary digital landscape often reflects a strange logic: Elon Musk believes there’s […]
-
Emotional needs and social media: Platform behavior patterns and adolescent well-beingBen Libon (Ph.D. student) & Lance Porter. “Emotional needs and social media: Platform behavior patterns and adolescent well-being,” Paper to be presented at the 76th Annual International Communication Association Conference, Cape Town, […]