Center for Empirical Research in Economics and Behavioral Sciences (CEREB), University of Erfurt, Nordhäuser Strasse 63, D-99089 Erfurt, Germany.
Vaccine. 2012 May 28;30(25):3727-33. doi: 10.1016/j.vaccine.2012.02.025. Epub 2012 Feb 22.
A growing number of people use the Internet to obtain health information, including information about vaccines. Websites that allow and promote interaction among users are an increasingly popular source of health information. Users of such so-called Web 2.0 applications (e.g. social media), while still in the minority, represent a growing proportion of online communicators, including vocal and active anti-vaccination groups as well as public health communicators. In this paper, the authors: define Web 2.0 and examine how it may influence vaccination decisions; discuss how anti-vaccination movements use Web 2.0 as well as the challenges Web 2.0 holds for public health communicators; describe the types of information used in these different settings; introduce the theoretical background that can be used to design effective vaccination communication in a Web 2.0 environment; make recommendations for practice and pose open questions for future research. The authors conclude that, as a result of the Internet and Web 2.0, private and public concerns surrounding vaccinations have the potential to virally spread across the globe in a quick, efficient and vivid manner. Web 2.0 may influence vaccination decisions by delivering information that alters the perceived personal risk of vaccine-preventable diseases or vaccination side-effects. It appears useful for public health officials to put effort into increasing the effectiveness of existing communication by implementing interactive, customized communication. A key step to providing successful public health communication is to identify those who are particularly vulnerable to finding and using unreliable and misleading information. Thus, it appears worthwhile that public health websites strive to be easy to find, easy to use, attractive in its presentation and readily provide the information, support and advice that the searcher is looking for. This holds especially when less knowledgeable individuals are in need of reliable information about vaccination risks and benefits.
越来越多的人使用互联网获取健康信息，包括疫苗信息。允许和促进用户之间互动的网站是越来越受欢迎的健康信息来源。虽然此类所谓的 Web 2.0 应用程序（例如社交媒体）的用户仍然占少数，但他们代表了越来越多的在线交流者，包括声音响亮、积极的反疫苗群体以及公共卫生传播者。在本文中，作者：定义了 Web 2.0 并探讨了它如何影响疫苗接种决策；讨论了反疫苗运动如何利用 Web 2.0 以及 Web 2.0 给公共卫生传播者带来的挑战；描述了这些不同设置中使用的信息类型；介绍了可以在 Web 2.0 环境中设计有效疫苗接种沟通的理论背景；为实践提出建议并为未来研究提出开放性问题。作者得出结论，由于互联网和 Web 2.0 的发展，围绕疫苗接种的私人和公共问题有可能以快速、高效和生动的方式在全球范围内迅速传播。Web 2.0 可能通过提供改变人们对疫苗可预防疾病或疫苗副作用的个人感知风险的信息来影响疫苗接种决策。似乎公共卫生官员通过实施互动、定制的沟通来努力提高现有沟通的有效性是有用的。提供成功的公共卫生沟通的关键步骤是识别那些特别容易发现和使用不可靠和误导性信息的人。因此，公共卫生网站似乎值得努力，使其易于查找、易于使用、在呈现方式上具有吸引力，并随时提供搜索者正在寻找的信息、支持和建议。当需要有关疫苗接种风险和益处的可靠信息时，这对于知识较少的个人尤其重要。
