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Health and Scientific Frames in Online Communication of Tick-Borne Encephalitis: Antecedents of Frame Recognition
[journal article]
Abstract In a period characterized by vaccine hesitancy and even vaccine refusal, the way online information on vaccination is presented might affect the recipients’ opinions and attitudes. While research has focused more on vaccinations against measles or influenza, and described how the framing approach ca... view more
In a period characterized by vaccine hesitancy and even vaccine refusal, the way online information on vaccination is presented might affect the recipients’ opinions and attitudes. While research has focused more on vaccinations against measles or influenza, and described how the framing approach can be applied to vaccination, this is not the case with tick-borne encephalitis, a potentially fatal infection induced by tick bites. This study takes one step back and seeks to investigate whether health and scientific frames in online communication are even recognized by the public. Moreover, the influence of selected health- and vaccine-related constructs on the recognition of frames is examined. Study results indicate that health frames are the most easily identified and that their use might be a fruitful strategy when raising awareness of health topics such as vaccination.... view less
Keywords
health science; communication; science; illness; vaccination; online media
Classification
Media Politics, Information Politics, Media Law
Sociology of Science, Sociology of Technology, Research on Science and Technology
Interactive, electronic Media
Free Keywords
framing; health communication; science communication; tick-borne encephalitis
Document language
English
Publication Year
2020
Page/Pages
p. 413-424
Journal
Media and Communication, 8 (2020) 2
Issue topic
Health and Science Controversies in the Digital World: News, Mis/Disinformation and Public Engagement
ISSN
2183-2439
Status
Published Version; peer reviewed