![Sample our Communication Studies journals, sign in here to start your access, 2013 & 2014 volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5927/TOC-Subject-Sample-2021-Information-Science2.jpg"})
Abstract
The topic of childhood vaccinations has received much news media attention recently, prompting scholars to examine how the public has responded. In light of this news, and the deep divide that seems to exist between parents who support childhood vaccinations and those who do not, this study examines how and why individuals may involve themselves in communication about vaccinations, particularly on social media or in other online environments. Focusing on the concept of communicative action and drawing from spiral of silence and other research, a survey of mothers (N = 455) found that those who do not support childhood vaccinations are more likely to engage in communication about the issue, including information seeking, attending, forefending, permitting, forwarding, and sharing. In addition, issue importance and affective and cognitive involvement help drive communicative action regarding childhood vaccinations, which could affect public opinion or public perceptions of the issue. Theoretical and practical implications are discussed.
Additional information
Notes on contributors
Brooke Weberling McKeever
Brooke Weberling McKeever (Ph.D., UNC-Chapel Hill, 2011) is an Assistant Professor in the School of Journalism and Mass Communications at University of South Carolina. Her research interests include health communication, public relations, and nonprofit organizations.
Robert McKeever
Robert McKeever (Ph.D., UNC-Chapel Hill, 2012) is an Assistant Professor in the School of Journalism and Mass Communications at University of South Carolina. His research interests include health communication, quantitative research methods, and mass communication theory.
Avery E. Holton
Avery E. Holton (Ph.D., University of Texas at Austin, 2013) is an Assistant Professor and H2 Honors Professor in the Department of Communication at the University of Utah. His research interests include health and disabilities communication, news media effects, and the influence of social and digital media on human behavior.
Jo-Yun Li
Jo-Yun Li (M.S., Iowa State University, 2013) is a doctoral student in the School of Journalism and Mass Communications at University of South Carolina. Her research interests include health promotion, education and behavior, and media and health advocacy.