University of Queensland, Australia.
Public Underst Sci. 2021 Jan;30(1):16-35. doi: 10.1177/0963662520963258. Epub 2020 Oct 19.
The Australian Vaccination-risks Network is Australia's most active counter-vaccine lobby group. This study employs a content analysis of the organization's 2012-2019 blog posts, while further considering Australian-specific vaccine contexts. The goal is to identify the persuasion attributes of these counter-vaccine articles, and the ways that the group's media employs persuasive cues when communicating to Australian publics. The project gauges the occurrence rates of message variables associated with the Elaboration Likelihood Model of persuasion, including those labeled as the Scarcity Principle, Arousal of Fear, Asking Questions, Source Cues, the Contrast Principle and Negativity Effect, as well as Statistics and Technical Jargon. Three overarching themes collectively exhibited by these message variables are further identified and described as Distrust, Danger, and Confidence. In view of these findings, the study then considers how persuasive cue expression in Australian Vaccination-risks Network blog posts corresponds with Australian vaccine hesitancies and the country's No Jab No Pay/Play policies.
澳大利亚疫苗风险网络是澳大利亚最活跃的反疫苗游说团体。本研究采用内容分析法分析了该组织 2012 年至 2019 年的博客文章，并进一步考虑了澳大利亚特定的疫苗背景。目的是确定这些反疫苗文章的说服属性，以及该组织在向澳大利亚公众传播时使用说服线索的方式。该项目衡量了与说服的详尽可能性模型相关的信息变量的出现频率，包括被标记为稀缺原则、恐惧唤起、提问、来源线索、对比原则和消极效应以及统计数据和技术术语。进一步确定并描述了这些信息变量所共有的三个总体主题，即不信任、危险和信心。鉴于这些发现，本研究进一步考虑了澳大利亚疫苗风险网络博客文章中的说服线索表达如何与澳大利亚疫苗犹豫和该国的“无针无酬”政策相对应。
