An analysis of pro-vacine and anti-vaccine information on social networks and the internet: visual and emotional patterns

Authors

  • Ubaldo Cuesta-Cambra UCM
  • Luz Martí­nez Martí­nez Universidad Rey Juan Carlos
  • Jose-Ignacio Niño-González UCM

Keywords:

Vaccines, Internet, Social networks, Public health, Anti-vaccines, Anti-vaxxers, Health information, Health communication, Influencers, Eye-tracking, Facial expression, Galvanic skin response, GSR.

Abstract

The communication of information about vaccines and anti-vaccines is analyzed through the monitoring of issuers, news sites, groups, and messages in social networks. We also investigate the effects of information on people´s attention, emotion, and engagement, which were analyzed using eye tracking, galvanic skin response (GSR) and facial expression methods. Results: the flow of communication was not constant, both in the press and on web sites (376 news in 2015, 74 in 2016, 69 in 2017 and, 268 in 2018); posts were informative and neutral; and 80% came from non-professional sources (only 17% were written by a journalist and 3% by a health specialist). On social networks, anti-vaccine Facebook messages and groups were identified, and a mapping of influencers is presented. Analysis of the temporal evolution (years 2015 to 2018) of communicative flows showed that anti-vaccine posts decreased. Gender differences appeared in the visual exploration of information sources and in the provoked emotion responses (GSR and facial expression). In pro-vaccine pages women looked at the headline first, while men looked at the photograph. Emotional responses and engagement did not show differences between anti-vaccine and pro-vaccine web sites. No differences were found in the emotion provoked (GSR) between both website types: anti-vaccination persuasion occurred via cognitive, not emotional, methods by using heuristics (e.g., conspiracy theories). Emotional responses and engagement did not show differences between pro-vaccine and anti-vaccine web sites.

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Author Biographies

Ubaldo Cuesta-Cambra, UCM

Doctor en Psicologí­a. Catedrático  UCM. Director Departamento: Teorí­as y Análisis de la Comunicación (UCM) y de la Cátedra de Comunicación y Salud. Director del Máster de Publicidad UCM-Agencia J. Walter Thompson. Director del laboratorio de Neurocomunicación de la UCM. Director de la revista Comunicación y Salud y del grupo de investigación consolidado "Creación y efectos psicosociales y culturales de la comunicación". Autor de libros y artí­culos cientí­ficos en comunicación. Lí­neas de investigación: Comunicación y salud; Neurocomunicación, procesos cognitivos y persuasión.

Luz Martí­nez Martí­nez, Universidad Rey Juan Carlos

Doctora en Comunicación Audiovisual. Profesora Asociada de la Universidad Rey Juan Carlos de Madrid. Investigadora-colaboradora de la Cátedra de Comunicación y Salud (UCM). Publicaciones en revistas cientí­ficas y libros y presentación en numerosos congresos nacionales e internacionales. Coordinadora del laboratorio de Neurocomunicación de la UCM. Lí­neas de investigación: comunicación y salud; edu-entretenimiento y su eficacia a través de metodologí­as innovadoras; neuromarketing.

Jose-Ignacio Niño-González, UCM

Doctor en Publicidad y Relaciones Públicas. Profesor Contratado de la UCM. Secretario Académico del Programa de Doctorado en Comunicación, Audiovisual, Publicidad y Relaciones Públicas de la UCM. Subdirector del laboratorio de Neurocomunicación de la UCM. Ha publicado múltiples artí­culos en revistas cientí­ficas, capí­tulos de libros y libros. Lí­neas de investigación: Neurocomunicación; Comunicación y Salud; Consumo digital multipantalla.

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Published

2019-03-05

How to Cite

Cuesta-Cambra, U., Martí­nez Martí­nez, L., & Niño-González, J.-I. (2019). An analysis of pro-vacine and anti-vaccine information on social networks and the internet: visual and emotional patterns. Profesional De La información, 28(2). Retrieved from https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/68613