Injecting fun? Humour, conspiracy theory and (anti)vaccination discourse in popular media.

Conspiracy theories have accompanied vaccination since its mass introduction, circulating, among other forms, in humour - such as cartoons, and now, memes. Importantly, humour has targeted both vaccination and anti-vaccination stances. In this study, we discuss the peculiarities of humorous content within the vaccination debate and uncover the most popular thematic categories, forms and logical mechanisms of humour. We show that humorous and serious discussions on vaccination go hand-in-hand, but playfulness and ambiguity of humour complicate public understanding of the vaccination debate. Our analysis shows that vaccination humour often simplifies the complex issue of vaccination and makes it more understandable and more tangible for a broad audience.