Health and scientific frames in online communication of tick-borne encephalitis: Antecedents of frame recognition

Abstract

In a period characterized by vaccine hesitancy and even vaccine refusal, the way online information on vaccination is presented might affect the recipients’ opinions and attitudes. While research has focused more on vaccinations against measles or influenza, and described how the framing approach can be applied to vaccination, this is not the case with tick-borne encephalitis, a potentially fatal infection induced by tick bites. This study takes one step back and seeks to investigate whether health and scientific frames in online communication are even recognized by the public. Moreover, the influence of selected health- and vaccine-related constructs on the recognition of frames is examined. Study results indicate that health frames are the most easily identified and that their use might be a fruitful strategy when raising awareness of health topics such as vaccination.