The article presents the results of a study of plasma donors as an agent of information impact in a pandemic situation. The key problem is the need to socially advance anti-pandemic measures in the face of poorly managed social responses to the fight against a pandemic. The analysis of the research results demonstrates a sufficiently high level of rational critical thinking of plasma donors in relation to being informed about the pandemic and combating it. It is concluded that the fixed position of plasma donors in the information space creates a stable foundation for the effective inclusion of this group in the processes of information support of anti-pandemic measures.

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The paper concerns the issue of perception of various aspects of vaccination against COVID-19 by representatives of two social groups -employees of medical institutions and blood plasma donors. Since both of these groups are institutionally and / or practically connected with the healthcare industry, the authors of the article consider them as potential agents of influence on the mass consciousness in the context of the formation of the immunization discourse. Based on the research (a mass survey of representatives of target groups) in Kharkiv region (Ukraine), an analysis of the perception of such aspects of vaccination as safety, compulsory, effectiveness and no alternative is carried out. The data is used to build a cluster model dividing groups with different attitudes towards vaccination -Skeptics, Conformists, Loyalists and Supporters. The study was carried out within the framework of the research theme No. 0121U109814 "Sociological and Mathematical Modeling of the Effectiveness of Managing Social and Epidemic Processes to Ensure the National Security of Ukraine." The research was carried out in two parallel stages and was based on the use of quantitative methods -face-to-face interview.