The effects of scientific messages and narratives about vaccination

Abstract

A fundamental challenge complicates news decisions about covering vaccine side effects: although serious vaccine side effects are rare, less severe ones do occur occasionally. The study was designed to test whether a side effect message could induce vaccine hesitancy and whether that could be countered by pro-vaccine messages about vaccine safety. A large (N = 2,345), nationally representative experiment was conducted by randomly exposing participants to one of six videos about the measles, mumps, and rubella (MMR) vaccine edited from news programs produced during the 2019 measles outbreak in the United States. The design was a 2x3 factorial crossing the presence or absence of a hesitancy-inducing narrative message with a pro-vaccine science-supporting message (i.e., no message, science-supporting expert message, or pro-vaccine narrative message), leading to a total of six conditions. A general linear model was used to assess the effects of these videos on respondents’ (1) vaccine risk perceptions, (2) policy views on vaccination, (3) willingness to encourage others to vaccinate their children, and (4) intention to send a pro-vaccine letter to their state representative. Findings indicated that the science-supporting expert message about vaccine safety led to higher pro-vaccine evaluations relative to other conditions [e.g., b = -0.17, p < .001, a reduction in vaccine risk perceptions of 0.17 as compared to the control]. There was also suggestive evidence that the hesitancy-inducing narrative may limit the effectiveness of a science-supporting expert message, although this finding was not consistent across different outcomes. When shown alone the hesitancy-inducing narrative did not shift views and intentions, but more research is needed to ascertain whether exposure to such messages can undercut the pro-vaccine influence of science-supporting (expert) ones. All in all, however, it is clear that science-supporting messages are effective and therefore worthwhile in combating vaccine misinformation.

Nudging toward vaccination: a systematic review

“… 87 Also, in the USA, an RCT was conducted that used five different videos ranging from personal stories to statistical or narrative science-supporting messages. 88 The findings suggest that science-supporting messages (ie, a video with Dr. Anthony Fauci, Director of National Institute of Allergy and Infectious Diseases, providing statistical information about the contagiousness of measles, vaccine safety and vaccine effectiveness) influence provaccine views and vaccine intentions among American adults. 88 …”

“…87 Also, in the USA, an RCT was conducted that used five different videos ranging from personal stories to statistical or narrative science-supporting messages. 88 The findings suggest that science-supporting messages (ie, a video with Dr. Anthony Fauci, Director of National Institute of Allergy and Infectious Diseases, providing statistical information about the contagiousness of measles, vaccine safety and vaccine effectiveness) influence provaccine views and vaccine intentions among American adults. 88 An RCT in the USA found that a vaccination-related radionovela (a dramatic story broadcast on the radio) of a young girl's journey of hearing about and ultimately receiving the HPV vaccine improved knowledge and attitudes about vaccines among US Hispanic parents or guardians of young children.…”

“…88 The findings suggest that science-supporting messages (ie, a video with Dr. Anthony Fauci, Director of National Institute of Allergy and Infectious Diseases, providing statistical information about the contagiousness of measles, vaccine safety and vaccine effectiveness) influence provaccine views and vaccine intentions among American adults. 88 An RCT in the USA found that a vaccination-related radionovela (a dramatic story broadcast on the radio) of a young girl's journey of hearing about and ultimately receiving the HPV vaccine improved knowledge and attitudes about vaccines among US Hispanic parents or guardians of young children. 89 Furthermore, another RCT, also in the USA, found that showing mothers a presentation on cancer prevalence and lives saved by the vaccine, combined with rhetorical questions (such as 'Do you want to protect your daughter from cancer?…”

“…41 Using visually enhanced education (images, videos, personal experiences and anecdotes) to elicit emotional connections to increase perception of vaccine effectiveness and comfort. [86][87][88] Using dramatic narratives: 1. featuring an infant who almost died of measles and displaying visuals or 'disease images' 91 2. embedding narratives in radio programming to stimulate a more realistic experience. 89 Graphical presentation of vaccine risk statistics accompanied by a rhetorical question such as 'Do you want to protect your daughter?…”

Vaccine Hesitancy and Trust in the Scientific Community in Italy: Comparative Analysis from Two Recent Surveys

“…As for ways to reduce vaccine hesitancy, it has been shown that science-supporting messages from experts about vaccine safety can lead to higher pro-vaccine evaluations. Particularly, when presented alone, the statistical information provided by an expert (i.e., the science-supporting message) about vaccine safety and effectiveness has produced stronger pro-vaccine beliefs than not presenting any science-supporting message (i.e., the control condition) [ 12 ].…”