Pro-social framing and sentiment in U.S. broadcast networks’ Instagram posts about the COVID-19 vaccine
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Date
2024-01-03
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3837
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Abstract
The study uses health risk frames to conduct 1) a content analysis and 2) a computational sentiment analysis to analyze the framing of the COVID-19 vaccine in Instagram posts by major broadcast news networks during its first year of availability in the United States. The analysis focused on the portrayal of the vaccine as a pro-social solution to the pandemic, with emphasis on the consequences of the pandemic, individual solutions from medical professionals grounded in science, and the vaccine as a preventive measure. Findings from qualitative content analysis (N = 45) included a reduced presence of alarmist, loss, conflict, and economic consequences frames, and the absence of uncertainty,indicating an explanatory framework and support for the vaccine. The computational sentiment analysis (N = 178) revealed a slightly positive and variable sentiment, suggesting an overall affirmative picture of the vaccine in the networks’ Instagram coverage.
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Socia Media and Healthcare Technology, content analysis, health crises, sentiment analysis, social media and health
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10 pages
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Proceedings of the 57th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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