What is it about?
This study explores people's attitudes toward COVID-19 vaccines on TikTok. The research analyses videos posted by both pro- and anti-vaccination users. It finds that these users aim to provoke strong emotional reactions from people who agree with them, leading to division. The study also highlights a clash between official healthcare guidelines and anti-vaccination beliefs. To bridge this gap, the study suggests using non-judgmental language and gestures in videos to effectively communicate with vaccine-hesitant audiences.
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Why is it important?
This study explores the complexities of vaccine discussions on social media, shedding light on the emotional and ideological factors that fuel polarisation. By analysing TikTok videos, it provides unique insights into the clash between official health guidelines and public beliefs, offering valuable recommendations to foster respectful dialogue and bridge the communication gap between different viewpoints.
Read the Original
This page is a summary of: COVID-19 vaccine hesitancy and shaming on TikTok: A multimodal appraisal analysis, Multimodality & Society, January 2023, SAGE Publications,
DOI: 10.1177/26349795231153955.
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