Using moral foundations in government communication to reduce vaccine hesitancy.

Having a vaccine available does not necessarily imply that it will be used. Indeed, uptake rates for existing vaccines against infectious diseases have been fluctuating in recent years. Literature suggests that vaccine hesitancy may be grounded in deeply rooted intuitions or values, which can be mod...

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Autores principales: Florian Heine, Ennie Wolters
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Lenguaje:EN
Publicado: Public Library of Science (PLoS) 2021
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Acceso en línea:https://doaj.org/article/e0903ced99d24a788c9fe35cd6caa872
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spelling oai:doaj.org-article:e0903ced99d24a788c9fe35cd6caa8722021-12-02T20:07:44ZUsing moral foundations in government communication to reduce vaccine hesitancy.1932-620310.1371/journal.pone.0259435https://doaj.org/article/e0903ced99d24a788c9fe35cd6caa8722021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0259435https://doaj.org/toc/1932-6203Having a vaccine available does not necessarily imply that it will be used. Indeed, uptake rates for existing vaccines against infectious diseases have been fluctuating in recent years. Literature suggests that vaccine hesitancy may be grounded in deeply rooted intuitions or values, which can be modelled using Moral Foundations Theory (MFT). We examine the respective prominence of the MFT dimensions in government communication regarding childhood vaccinations and explore its effect on parents' vaccine hesitancy. We measure the MFT dimension loading of the vaccination information brochures from the Dutch National Institute for Public Health and the Environment (RIVM) between 2011-2019 and connect this information with the electronic national immunisation register to investigate if the use of moral foundations in government communication has a measurable effect on vaccination uptake. We find the largest positive effect for the dimensions Authority/Subversion and Liberty/Oppression and suggestive evidence in favour of a small positive effect for Purity/Degradation. Conversely, Loyalty/Betrayal actually has a negative effect on vaccination rates. For the dimension Harm/Care, we find no significant effect. While Purity/Degradation and Harm/Care appear to be the two most frequently used moral foundations by RIVM, these dimensions have in fact no or only a minor effect on parents' vaccine hesitancy. Reducing the use of these moral foundations may be the first step towards optimising government communication in this context. Instead, formulations activating the moral foundations Authority/Subversion and Liberty/Oppression appear to have positive effects on vaccination uptake.Florian HeineEnnie WoltersPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 11, p e0259435 (2021)
institution DOAJ
collection DOAJ
language EN
topic Medicine
R
Science
Q
spellingShingle Medicine
R
Science
Q
Florian Heine
Ennie Wolters
Using moral foundations in government communication to reduce vaccine hesitancy.
description Having a vaccine available does not necessarily imply that it will be used. Indeed, uptake rates for existing vaccines against infectious diseases have been fluctuating in recent years. Literature suggests that vaccine hesitancy may be grounded in deeply rooted intuitions or values, which can be modelled using Moral Foundations Theory (MFT). We examine the respective prominence of the MFT dimensions in government communication regarding childhood vaccinations and explore its effect on parents' vaccine hesitancy. We measure the MFT dimension loading of the vaccination information brochures from the Dutch National Institute for Public Health and the Environment (RIVM) between 2011-2019 and connect this information with the electronic national immunisation register to investigate if the use of moral foundations in government communication has a measurable effect on vaccination uptake. We find the largest positive effect for the dimensions Authority/Subversion and Liberty/Oppression and suggestive evidence in favour of a small positive effect for Purity/Degradation. Conversely, Loyalty/Betrayal actually has a negative effect on vaccination rates. For the dimension Harm/Care, we find no significant effect. While Purity/Degradation and Harm/Care appear to be the two most frequently used moral foundations by RIVM, these dimensions have in fact no or only a minor effect on parents' vaccine hesitancy. Reducing the use of these moral foundations may be the first step towards optimising government communication in this context. Instead, formulations activating the moral foundations Authority/Subversion and Liberty/Oppression appear to have positive effects on vaccination uptake.
format article
author Florian Heine
Ennie Wolters
author_facet Florian Heine
Ennie Wolters
author_sort Florian Heine
title Using moral foundations in government communication to reduce vaccine hesitancy.
title_short Using moral foundations in government communication to reduce vaccine hesitancy.
title_full Using moral foundations in government communication to reduce vaccine hesitancy.
title_fullStr Using moral foundations in government communication to reduce vaccine hesitancy.
title_full_unstemmed Using moral foundations in government communication to reduce vaccine hesitancy.
title_sort using moral foundations in government communication to reduce vaccine hesitancy.
publisher Public Library of Science (PLoS)
publishDate 2021
url https://doaj.org/article/e0903ced99d24a788c9fe35cd6caa872
work_keys_str_mv AT florianheine usingmoralfoundationsingovernmentcommunicationtoreducevaccinehesitancy
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