Social media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, India
Abstract Background With increased penetration of the internet and social media, there are concerns regarding its negative role in influencing parents’ decisions regarding vaccination for their children. It is perceived that a mix of religious reasons and propaganda by anti-vaccination groups on soc...
| Main Authors: | , , , , , , , , , , |
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| Format: | Article |
| Language: | English |
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BMC
2021-08-01
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| Series: | Health Research Policy and Systems |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s12961-021-00698-x |
| _version_ | 1818363318815948800 |
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| author | Anoop T. Nair Kesavan Rajasekharan Nayar Shaffi Fazaludeen Koya Minu Abraham Jinbert Lordson Chitra Grace Sreekutty Sreekumar Priya Chembon Kamala Swarnam A. Marthanda Pillai Anant Kumar Pandey |
| author_facet | Anoop T. Nair Kesavan Rajasekharan Nayar Shaffi Fazaludeen Koya Minu Abraham Jinbert Lordson Chitra Grace Sreekutty Sreekumar Priya Chembon Kamala Swarnam A. Marthanda Pillai Anant Kumar Pandey |
| author_sort | Anoop T. Nair |
| collection | DOAJ |
| description | Abstract Background With increased penetration of the internet and social media, there are concerns regarding its negative role in influencing parents’ decisions regarding vaccination for their children. It is perceived that a mix of religious reasons and propaganda by anti-vaccination groups on social media are lowering the vaccination coverage in Malappuram district of Kerala. We undertook a qualitative study to understand the factors responsible for generating and perpetuating vaccine hesitancy, the pathways of trust deficit in immunization programs and the interaction between various social media actors. Methods In-depth interviews and focus group discussions were conducted among parents/caregivers, physicians, public sector health staff, alternative system medical practitioners, field healthcare workers and teachers in areas with highest and lowest vaccination coverage in the district, as well as with communication experts. Results The trust deficit between parents/caregivers and healthcare providers is created by multiple factors, such as providers’ lack of technical knowledge, existing patriarchal societal norms and critical views of vaccine by naturopaths and homeopaths. Anti-vaccine groups use social media to influence caregivers' perceptions and beliefs. Religion does not appear to play a major role in creating vaccine resistance in this setting. Conclusions A long-term, multipronged strategy should be adopted to address the trust deficit. In the short to medium term, the health sector can focus on appropriate and targeted vaccine-related communication strategies, including the use of infographics, soft skills training for healthcare workers, technical competency improvement through a mobile application-based repository of information and creation of a media cell to monitor vaccine-related conversations in social media and to intervene if needed. |
| first_indexed | 2024-12-13T21:46:35Z |
| format | Article |
| id | doaj.art-7e773bc413514a1ab48aad4683dbedc0 |
| institution | Directory Open Access Journal |
| issn | 1478-4505 |
| language | English |
| last_indexed | 2024-12-13T21:46:35Z |
| publishDate | 2021-08-01 |
| publisher | BMC |
| record_format | Article |
| series | Health Research Policy and Systems |
| spelling | doaj.art-7e773bc413514a1ab48aad4683dbedc02022-12-21T23:30:23ZengBMCHealth Research Policy and Systems1478-45052021-08-0119S21810.1186/s12961-021-00698-xSocial media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, IndiaAnoop T. Nair0Kesavan Rajasekharan Nayar1Shaffi Fazaludeen Koya2Minu Abraham3Jinbert Lordson4Chitra Grace5Sreekutty Sreekumar6Priya Chembon7Kamala Swarnam8A. Marthanda Pillai9Anant Kumar Pandey10Primary Health Center Chaliyar, Department of HealthGlobal Institute of Public HealthGlobal Institute of Public HealthGlobal Institute of Public HealthGlobal Institute of Public HealthGlobal Institute of Public HealthGlobal Institute of Public HealthGlobal Institute of Public HealthAnanthapuri Hospitals and Research InstituteAnanthapuri Hospitals and Research InstituteGlobal Institute of Public HealthAbstract Background With increased penetration of the internet and social media, there are concerns regarding its negative role in influencing parents’ decisions regarding vaccination for their children. It is perceived that a mix of religious reasons and propaganda by anti-vaccination groups on social media are lowering the vaccination coverage in Malappuram district of Kerala. We undertook a qualitative study to understand the factors responsible for generating and perpetuating vaccine hesitancy, the pathways of trust deficit in immunization programs and the interaction between various social media actors. Methods In-depth interviews and focus group discussions were conducted among parents/caregivers, physicians, public sector health staff, alternative system medical practitioners, field healthcare workers and teachers in areas with highest and lowest vaccination coverage in the district, as well as with communication experts. Results The trust deficit between parents/caregivers and healthcare providers is created by multiple factors, such as providers’ lack of technical knowledge, existing patriarchal societal norms and critical views of vaccine by naturopaths and homeopaths. Anti-vaccine groups use social media to influence caregivers' perceptions and beliefs. Religion does not appear to play a major role in creating vaccine resistance in this setting. Conclusions A long-term, multipronged strategy should be adopted to address the trust deficit. In the short to medium term, the health sector can focus on appropriate and targeted vaccine-related communication strategies, including the use of infographics, soft skills training for healthcare workers, technical competency improvement through a mobile application-based repository of information and creation of a media cell to monitor vaccine-related conversations in social media and to intervene if needed.https://doi.org/10.1186/s12961-021-00698-xVaccine resistanceVaccine hesitancyTrust deficitAnti-vaccine messagesSocial media |
| spellingShingle | Anoop T. Nair Kesavan Rajasekharan Nayar Shaffi Fazaludeen Koya Minu Abraham Jinbert Lordson Chitra Grace Sreekutty Sreekumar Priya Chembon Kamala Swarnam A. Marthanda Pillai Anant Kumar Pandey Social media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, India Health Research Policy and Systems Vaccine resistance Vaccine hesitancy Trust deficit Anti-vaccine messages Social media |
| title | Social media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, India |
| title_full | Social media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, India |
| title_fullStr | Social media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, India |
| title_full_unstemmed | Social media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, India |
| title_short | Social media, vaccine hesitancy and trust deficit in immunization programs: a qualitative enquiry in Malappuram District of Kerala, India |
| title_sort | social media vaccine hesitancy and trust deficit in immunization programs a qualitative enquiry in malappuram district of kerala india |
| topic | Vaccine resistance Vaccine hesitancy Trust deficit Anti-vaccine messages Social media |
| url | https://doi.org/10.1186/s12961-021-00698-x |
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