This is the first of a series of posts adapting a presentation made at The Ontario Public Health Convention in April, 2011. The presentation, “Fighting in the Trenches: Countering Anti-Vaccine Sentiment with Social Media” was a panel discussion from Scott Gavura and Kimberly Hébert:
One of the best parts of the infectious disease outbreak movie Contagion was the decision to include an antivaccinationist, conspiracy-minded, alternative health advocate, played by Jude Law. Law gave a character-perfect performance of someone intent on deliberately and selfishly thwarting public health advice, putting lives at risk as a consequence. Sadly, the writers didn’t have to look far for real world examples: It’s hard to forget “Health Ranger” Mike Adams’s paranoid music video produced in 2009, at the height of H1N1, when he decided to put every antivaccine argument into one performance.
But the Health Ranger is just the current manifestation of antivaccine sentiment which has been around since vaccines were invented:
When a theory has been confirmed so completely by facts as has the proposition that vaccination effectually performed will prevent an individual from contracting small-pox, or at least so fundamentally modify the disease that it is no longer a serious malady, there is in many minds a natural distaste to fight the battle again or to be constantly defending the position against the attacks of ill-informed or prejudiced persons.
- British Medical Journal, July 24, 1897
But this battle is still being fought, after over 100 years of immunization, and over two dozen diseases becoming vaccine-preventable. The anti-vaccine movement is a real movement, and it’s doing what it can to create fear, uncertainty and doubt regarding public health messaging. There is evidence that antivaccinationists can influence vaccination decisions. The arrival of social media over the past decade means there’s the need for public health advocates to adapt their messaging to this new medium. What seems clear is that “traditional” public health tactics, with warnings and arguments from authority, are dwindling in their effectiveness. All aspects of medicine are moving towards models of shared decision-making. This is an overdue change, and it’s been facilitated by the widespread availability of health information. Information is no longer hidden from public access. Want the approved product monograph for a vaccine? It’s available online. Even the primary literature is becoming more freely accessible.
Unfortunately, the power of the Web 2.0 and social media has made it easier for antivaccinationists to foster antivaccine fears and sentiment. In order to combat this misinformation, the movement’s tactics and tropes must be understood, so they can be called out.