分享还是不分享:新冠肺炎期间Facebook上付费疫苗广告的框架分析和接种前母亲在同龄人网络中推广疫苗的意愿

IF 4.2 Q2 BUSINESS
Amanda S. Bradshaw
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引用次数: 1

摘要

摘要这一研究领域的两项研究探讨了新冠肺炎开始时,2020年3月至5月Facebook上与疫苗相关的付费广告,以及这些内容如何影响消息共享。研究1包括对从Facebook广告库收集的疫苗广告进行框架分析。支持疫苗的总体框架包括:(i)支持疫苗和(ii)双重利益——个人和社区保护。另一方面,反疫苗信息强调了个人自由的必要性。新冠肺炎特定框架包括(i)疫苗开发和政治化,以及(ii)将大流行作为一个具体背景,从整体上说明对疫苗的需求。研究2包括对接受疫苗的母亲的采访,通过来源可信度理论的视角,了解她们对研究1中确定的最流行的广告框架的看法,以及她们分享这些信息的意愿。出现了五个总体主题。相关的可信度线索包括赞助商、形象选择、发言人、措辞和态度同质性。广告从业者和公共卫生传播者的主要发现包括脸书上疫苗的政治化,需要中立、可信的来源和医疗提供者的支持,以及需要改变信息强调。值得注意的是,这项研究强调了广告平台选择在社交媒体上有效推广疫苗的关键作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
To Share or Not to Share: A Framing Analysis of Paid Vaccine Advertisements on Facebook during COVID-19 and Pro-Vaccine Mothers’ Willingness to Promote Vaccines within Their Peer Networks
Abstract Two studies in this line of research explored paid vaccine-related advertisements on Facebook from March to May 2020 at the outset of COVID-19 and how this content could influence message sharing. Study 1 included a framing analysis of vaccine ads collected from the Facebook Ad Library. Overarching pro-vaccine frames included: (i) support for vaccines and (ii2) dual benefits – individual and community protection. On the other hand, anti-vaccine messages emphasized the necessity of individual liberty. COVID-19-specific frames included (i) vaccine development and politicization and (ii2) the pandemic as a tangible backdrop to illustrate the need for vaccines, holistically. Study 2 included interviews with vaccine-accepting mothers to understand their perceptions of the most prevalent ad frames identified in Study 1, through the lens of Source Credibility Theory, and their willingness to share these messages. Five overarching themes emerged. Relevant credibility cues included sponsor, image selection, spokesperson, wording, and attitude homophily. Key findings for advertising practitioners and public health communicators include the politicization of vaccines on Facebook, the need for neutral, credible sources and medical provider buy-in, and the need for a change in message emphasis. Notably, this research highlights the critical role of advertising platform selection to effectively promote vaccines on social media.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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