#3776. The Print Media in Times of Anti-Vaccine Lobby: A Content Analysis of National Newspaper Reporting in Spain

October 2026publication date
Proposal available till 08-06-2025
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Journal’s subject area:
Communication;
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Abstract:
Although outbreaks of vaccine-preventable diseases have increased, immunization rates are decreasing. Extant literature has examined the media impact in the response to vaccine campaigns and risk perception. Building from Agenda-Setting Theory, we examine the newspaper reporting to explore the media portrayal of vaccines before the COVID-19 pandemic and identify potential implications in communication. Results revealed media covers outbreaks and vaccine supply related crises, and scientific research as the dominant themes. Positive and neutral tone significantly increased during the study period, while negative tone remained unchanged. Practical and theoretical implications are discussed.
Keywords:
Agenda-Setting; Content Analysis; Media; Newspaper; Public Health; Vaccine

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