Vaccination: General

Abstract

Vaccine communication is key to providing access to vaccination services and building confidence in vaccines. Vaccine communication is studied by scholars working in a number of different disciplines, usually aiming to improve our understanding of vaccine discussions in clinical settings, in public health campaigns, among communities and peers, or around the web. Increasing attention is being paid to the importance of context and culture‐specific settings in which vaccine communication takes place, helping to address the concerns of different populations. The framing and tailoring of vaccine‐related messages are key to expressing the complex science of vaccination to diverse audiences. As the science of vaccines advances, health communication scholarship can draw on all of these approaches to better understand and respond to the challenges ahead.