Human values and attitudes towards vaccination in social media

Alessandro Rosina, Andrea Bonanomi, Kyriaki Kalimeri, Mariano G. Beiro, Alessandra Urbinati, Ciro Cattuto

Risultato della ricerca: Contributo in libroContributo a convegno

11 Citazioni (Scopus)

Abstract

Psychological, political, cultural, and even societal factors are entangled in the reasoning and decision-making process towards vaccination, rendering vaccine hesitancy a complex issue. Here, administering a series of surveys via a Facebook-hosted application, we study the worldviews of people that �Liked� supportive or vaccine resilient Facebook Pages. In particular, we assess differences in political viewpoints, moral values, personality traits, and general interests, finding that those sceptical about vaccination, appear to trust less the government, are less agreeable, while they are emphasising more on anti-authoritarian values. Exploring the differences in moral narratives as expressed in the linguistic descriptions of the Facebook Pages, we see that pages that defend vaccines prioritise the value of the family while the vaccine hesitancy pages are focusing on the value of freedom. Finally, creating embeddings based on the health-related likes on Facebook Pages, we explore common, latent interests of vaccine-hesitant people, showing a strong preference for natural cures. This exploratory analysis aims at exploring the potentials of a social media platform to act as a sensing tool, providing researchers and policymakers with insights drawn from the digital traces, that can help design communication campaigns that build confidence, based on the values that also appeal to the socio-moral criteria of people.
Lingua originaleEnglish
Titolo della pubblicazione ospiteThe Web Conference 2019 - Companion of the World Wide Web Conference, WWW 2019
Pagine248-254
Numero di pagine7
DOI
Stato di pubblicazionePubblicato - 2019
Evento2019 World Wide Web Conference, WWW 2019 - San Francisco, USA
Durata: 13 mag 201917 mag 2019

Convegno

Convegno2019 World Wide Web Conference, WWW 2019
CittàSan Francisco, USA
Periodo13/5/1917/5/19

Keywords

  • Communication campaigns
  • Facebook
  • Moral foundations
  • Network embeddings
  • Personality traits
  • Political views
  • Social media
  • Vaccine hesitancy

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