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COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis
OBJECTIVE: Addressing gaps in COVID-19 vaccine-hesitancy research, the current study aimed to add depth and nuance to the exploratory research examining vaccine-hesitant groups. Using a larger, but more focused conversation occurring on social media, the results can be used by health communicators t...
Autores principales: | , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
SAGE Publications
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9989441/ https://www.ncbi.nlm.nih.gov/pubmed/36896330 http://dx.doi.org/10.1177/20552076231158308 |
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author | Sussman, Kristen L. Bouchacourt, Lindsay Bright, Laura F. Wilcox, Gary B. Mackert, Michael Norwood, Aliza Steinberg Allport Altillo, Brandon Shaun |
author_facet | Sussman, Kristen L. Bouchacourt, Lindsay Bright, Laura F. Wilcox, Gary B. Mackert, Michael Norwood, Aliza Steinberg Allport Altillo, Brandon Shaun |
author_sort | Sussman, Kristen L. |
collection | PubMed |
description | OBJECTIVE: Addressing gaps in COVID-19 vaccine-hesitancy research, the current study aimed to add depth and nuance to the exploratory research examining vaccine-hesitant groups. Using a larger, but more focused conversation occurring on social media, the results can be used by health communicators to frame emotionally resonant messaging to improve COVID-19 vaccine advocacy while also mitigating negative concerns for vaccine-hesitant individuals. METHODS: Social media mentions were collected using a social media listening software, Brandwatch, to examine topics and sentiments in COVID-19 hesitancy discourse during a period of September 1, 2020, through December 31, 2020. The results from this query included publicly available mentions on two popular social media sites, Twitter and Reddit. The dataset of 14,901 global, English language messages were analyzed using a computer-assisted process in SAS text-mining and Brandwatch software. The data revealed eight unique topics before being analyzed by sentiment. RESULTS: Among the COVID-19 hesitancy data, trust-related topics emerged that included declining vaccine acceptance, a parallel pandemic of distrust, and a call for politicians to let the scientific process work, among others. Positive sentiment revealed interest in the sources which included healthcare professionals, doctors, and government organizations. Pfizer was found to elicit both positive and negative emotions in the vaccine-hesitancy data. The negative sentiment tended to dominate the hesitancy conversation, accelerating once vaccines hit the market. CONCLUSIONS: Relevant topics were identified to help support targeted communication, strategically accelerate vaccine acceptance, and mitigate COVID-19 vaccine hesitancy among the public. Strategic methods of online and offline messaging tactics are suggested to reach diverse, malleable populations of interest. Topics of personal anecdotes of safety, effectiveness, and recommendations among families are identified as persuasive communication opportunities. |
format | Online Article Text |
id | pubmed-9989441 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | SAGE Publications |
record_format | MEDLINE/PubMed |
spelling | pubmed-99894412023-03-08 COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis Sussman, Kristen L. Bouchacourt, Lindsay Bright, Laura F. Wilcox, Gary B. Mackert, Michael Norwood, Aliza Steinberg Allport Altillo, Brandon Shaun Digit Health Original Research OBJECTIVE: Addressing gaps in COVID-19 vaccine-hesitancy research, the current study aimed to add depth and nuance to the exploratory research examining vaccine-hesitant groups. Using a larger, but more focused conversation occurring on social media, the results can be used by health communicators to frame emotionally resonant messaging to improve COVID-19 vaccine advocacy while also mitigating negative concerns for vaccine-hesitant individuals. METHODS: Social media mentions were collected using a social media listening software, Brandwatch, to examine topics and sentiments in COVID-19 hesitancy discourse during a period of September 1, 2020, through December 31, 2020. The results from this query included publicly available mentions on two popular social media sites, Twitter and Reddit. The dataset of 14,901 global, English language messages were analyzed using a computer-assisted process in SAS text-mining and Brandwatch software. The data revealed eight unique topics before being analyzed by sentiment. RESULTS: Among the COVID-19 hesitancy data, trust-related topics emerged that included declining vaccine acceptance, a parallel pandemic of distrust, and a call for politicians to let the scientific process work, among others. Positive sentiment revealed interest in the sources which included healthcare professionals, doctors, and government organizations. Pfizer was found to elicit both positive and negative emotions in the vaccine-hesitancy data. The negative sentiment tended to dominate the hesitancy conversation, accelerating once vaccines hit the market. CONCLUSIONS: Relevant topics were identified to help support targeted communication, strategically accelerate vaccine acceptance, and mitigate COVID-19 vaccine hesitancy among the public. Strategic methods of online and offline messaging tactics are suggested to reach diverse, malleable populations of interest. Topics of personal anecdotes of safety, effectiveness, and recommendations among families are identified as persuasive communication opportunities. SAGE Publications 2023-03-03 /pmc/articles/PMC9989441/ /pubmed/36896330 http://dx.doi.org/10.1177/20552076231158308 Text en © The Author(s) 2023 https://creativecommons.org/licenses/by-nc-nd/4.0/This article is distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs 4.0 License (https://creativecommons.org/licenses/by-nc-nd/4.0/) which permits non-commercial use, reproduction and distribution of the work as published without adaptation or alteration, without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage). |
spellingShingle | Original Research Sussman, Kristen L. Bouchacourt, Lindsay Bright, Laura F. Wilcox, Gary B. Mackert, Michael Norwood, Aliza Steinberg Allport Altillo, Brandon Shaun COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis |
title | COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis |
title_full | COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis |
title_fullStr | COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis |
title_full_unstemmed | COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis |
title_short | COVID-19 topics and emotional frames in vaccine hesitation: A social media text and sentiment analysis |
title_sort | covid-19 topics and emotional frames in vaccine hesitation: a social media text and sentiment analysis |
topic | Original Research |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9989441/ https://www.ncbi.nlm.nih.gov/pubmed/36896330 http://dx.doi.org/10.1177/20552076231158308 |
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