COVID-19 Vaccination and Public Health Communication Strategies: An In-depth Look at How Demographics, Political Ideology, and News/Information Source Preference Matter

ABSTRACT Widely accepted public health actions and recommendations, particularly those related to vaccines, are critical to U.S. and global responses to infectious disease pandemics, such as COVID-19. For vaccination-related efforts like those involving COVID-19 vaccines, high national compliance is needed. While initial COVID-19 vaccination uptake in the U.S. has been quite high, it quickly became apparent that demographic characteristics, political ideology, and potentially news/information sources used were associated with COVID-19 vaccination acceptance, hesitancy, and resistance. Drawing from nationally published COVID-19 public opinion polls as well as social and behavioral science related to vaccination acceptance, this study used a nationally representative sample of U.S. adults 18 years-old and older, undertaken in November–December 2020, to examine how four key demographic characteristics (sex, age, race/ethnicity, education), political ideology (liberal, moderate, conservative), and news/information source preference (liberal, conservative, balanced) were related to COVID-19 vaccination intentions, COVID-19 risk-benefit perceptions, interest and attention to COVID-19 information, self-reported level of being informed on key COVID-19 items, and trust and use of common COVID-19 information sources. Multiple associations were found, with most having important implications for strategic communication efforts related to COVID-19 vaccination and other preventive health recommendations.