junkie.dolphin + framing   1

What makes some parents fall for anti-vaccine messaging - Vox
On the flip side, the paper also helps explain why anti-vaxxers’ messages may appeal to this group of parents. As the researchers wrote, “Anti-vaccination websites also often claim that vaccines contain ‘contaminants’. These concerns may be rooted in the purity moral foundation, with its emphasis on avoiding anything disgusting or unnatural. Another frequent message on anti-vaccine websites is that mandatory vaccination policies violate parental civil liberties.”

The results suggest that pro-vaccine communications could be strengthened by taking a page from the anti-vax book — and presenting messages that better align with purity and liberty.

“You could increase the salience of disgust associated with certain diseases, and say vaccines fight those,” said the Emory study’s senior author, Dr. Saad Omer. “Or you could frame purity positively — saying vaccines are a very natural product, they work with a natural system. Messages that talk about liberty, that the freedom to choose for your child is being taken away if other others don’t vaccinate, might work.”
Vaccines  Moral_Foundations_Theory  morals  research  Vox  communication  framing 
12 weeks ago by junkie.dolphin

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